Developing an Instrument to Measure Customer Service Quality in Branch Banking

Developing an Instrument to Measure Customer Service Quality in Branch Banking A 17‐item scale emerges following the study to develop an instrument for measuring customer service quality at trading bank branches, with a focus on retail banking. The conceptual framework addresses the psychometric shortcomings of the existing work in service quality research. A robust research design takes the study through multiple stages of development where the construct is pretested and piloted; in the main survey stage, data collection methods are triangulated, returning 791 completed questionnaires. Analysis of instrument reliability, dimensionality and validity present gratifying results; for example, scale alpha is recorded at 0.9249. The instrument can be applied as part of branch performance measurement, as well as help diagnose problems in delivery of service, and segment the bank′s customer base for healthier decision making in marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Developing an Instrument to Measure Customer Service Quality in Branch Banking

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Publisher
Emerald Publishing
Copyright
Copyright © 1994 MCB UP Ltd. All rights reserved.
ISSN
0265-2323
DOI
10.1108/02652329410063223
Publisher site
See Article on Publisher Site

Abstract

A 17‐item scale emerges following the study to develop an instrument for measuring customer service quality at trading bank branches, with a focus on retail banking. The conceptual framework addresses the psychometric shortcomings of the existing work in service quality research. A robust research design takes the study through multiple stages of development where the construct is pretested and piloted; in the main survey stage, data collection methods are triangulated, returning 791 completed questionnaires. Analysis of instrument reliability, dimensionality and validity present gratifying results; for example, scale alpha is recorded at 0.9249. The instrument can be applied as part of branch performance measurement, as well as help diagnose problems in delivery of service, and segment the bank′s customer base for healthier decision making in marketing.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Sep 1, 1994

Keywords: Australia; Banking; Customer service; Marketing; Marketing research; Performance measurement; Retailing; Service quality

References

  • Improving the Measurement of Service Quality
    Brown, T.J.; Churchill, G.A. Jr; Peter, J.P.
  • An Inductively Derived Model of the Motivation to Shop
    Lesser, J.A.; Kamal, P.

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