Reports the findings of a small‐scale survey undertaken with a view to establishing the extent to which customers of retail banks are influenced in their expectations of quality and in their perceptions of service received according to their awareness of service charges imposed by banks. Finds that customers who were aware of banking charges had higher expectations of quality than those who were not. Further, customers who were aware of banking charges perceived receiving a higher quality service than those who were not aware. Although the findings were not statistically significant, the general direction of the relationship was maintained across all the variables measured.
Journal of Services Marketing – Emerald Publishing
Published: Apr 1, 1997
Keywords: Banking; Financial services; Pricing; Quality