measurement of service quality by servqual...

Cilt 15 - Sayı 27, Haziran 2012 157

MEASUREMENT OF SERVICE QUALITY BY SERVQUAL METHOD IN BANKING SECTOR

Nihan ÖZGÜVEN1

ABSTRACTProblem: Somecharacteristicfeaturesofservicesthatseperateservicesfom

goodssuchasintangible,instability,productionandconsumptionatthesametimemakesitdifficulttomeasuretheservicequality.

Aim of the Study: Servqualmethodisusedtoevaluatetheservice-relatedexpectationsandperceptionsofbankcustomers.Inthiscontext,themainsubjectofthestudyistoevaluatethequalityofbankingservices.

Scope and Constraints of the Study: Various methods are used in themeasurement of service quality. The most common and widely used method isthe servqual method. Five dimensions that form service quality are handled asthe physical properties, reliability, responsiveness, confidence and empathy. Thequestionnaire thatcreatedwithin thecontextofServqual scale isapplied tobankcustomers.ThedataobtainedisanalyzedbyusingSPSS16programandfindingsareanalyzed.

Findings of the study: Participantsarethecustomersofaprivatebankwhoareinthebranchfortransaction.Ingeneral,themajorityofrespondentsaremaleandin26-30yearsagegroup,hasagraduatedegree,havetheincomeintherangeof1001-2500andrespondentsareworkersandcivilservants.

Conclusion: Bank’s service quality level is lower than expected level.When thedimensionsarecomparedwitheachother,customersperceivephysicalappearanceofbankpositivebutcustomersthinkthatbankcannotempathize.

Key words:ServiceQuality,Servqual,BankingServices

BANKACILIK SEKTÖRÜNDE HİZMET KALİTESİNİN SERVQUAL YÖNTEMİ İLE ÖLÇÜLMESİ

ÖZProblem:Hizmetlerimallardanayıransoyutluk,dayanıksızlık,eşzamanlı

üretim ve tüketim gibi karakteristik özellikler, hizmet kalitesinin ölçülmesinizorlaştırmaktadır.

Araştırmanın Amacı:Servqualyöntemi,bankadaişlemyapanmüşterilerin,sunulan hizmetle ilgili beklenti ve algılamalarının değerlendirilmesinde

1 Dr.DokuzEylülÜniversitesi,İktisadiveİdariBilimlerFakültesi,İşletmeBölümü

Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

Cilt 15 - Sayı 27, Haziran 2012158

kullanılmaktadır.Bubağlamda,çalışmanın temelkonusubankacılıkhizmetlerininkalitesinindeğerlendirilmesidir.

Araştırmanın Yöntemi: Hizmet kalitesinin ölçümünde çeşitli yöntemlerkullanılmaktadır. Bu yöntemler içinde en sık ve yaygın kullanılanı servqualyöntemidir. Hizmet kalitesinin değerlendirilmesinde, hizmet kalitesini oluşturanbeş boyut fiziksel özellikler, güvenilirlik, heveslilik, güven ve empati olarak elealınmıştır. Servqual ölçeğinde yer alan ifadeler kapsamında oluşturulan anketformu,bankadahizmetalanmüşterilereuygulanmıştır.EldeedilenverilerSPSS16programındaanalizedilmişvebulgulardeğerlendirilmiştir.

Araştırmanın Bulguları: Katılımcılar İzmir ilinde, özel bir bankanınşubesindeişlemyapmaküzeregelmişkişilerdir.Genelolarak,anketicevaplayanlarınbüyük bir kısmı erkek, 26-30 yaş grubunda, lisans mezunu, 1001-2500 geliraralığında,işçivememurkişilerdenoluşmaktadır.

Sonuç: bankanın hizmet kalitesinin beklenen düzeyde olmadığınıgöstermektedir. Boyutlar kendi içinde karşılaştırıldığında, müşteriler en çokbankanınfizikiözellikleriniolumluolarakalgılamaktaancakbankanınkendileriileempatikuramadığınıdüşünmektedir.

Anahtar Kelimeler: HizmetKalitesi,Servqual,BankacılıkHizmetleri

1. INTRODUCTION Todaymarketingofserviceshasbecomeatleastasimportantasthemarketing

ofgoods.Customerspayattentiontovariousfactorswhileevaluatingservicestaken.Physicalcharacteristicsofthebusiness,behaviorofemployees,theatmosphereofthebusinessandtrusttothebusinessaresomefeaturesthatareeffective.

There are distinctive features of services from goods. These features ingeneralarebeingtouched,beingheterogeneous,beingnondurable,beingunclaimedandsimultaneouslyproductionandconsumption(Grönroos,1990).Servicesdonothavephysicalpresence,sotheyareintangible,invisibleandcannotbeformedanopinionbytaste,hearingandsmellingsenses,inshort“abstract”goods.Serviceisprovidedbyhumansostandardizationofserviceisimpossible.Therefore,theservicevariesdependingonthepersonservicing.So,servicesareheterogeneous.Goodsareproducedandstockedwhereasservicesareproducedandobligedtoconsumeatthetimeofproduction.Servicesdonothavethephysicalstrengthandlifeincontrasttogoods.Withthem,intheservicesectorthereisnopossibilityofownershiptransferofaproperty.


Thequalityofserviceismoredifficulttomeasurebecauseoflisteddistinctivefeatures.However,qualitymustbemeasurablefortheimprovement.Infact,somefeaturessuchasthephysicalcharacteristicsofthegoods,durabilityandmeetingthefunctionoftheexpectedfeaturescanbeusedasahintduringtheevaluationprocesstomakethemeasurementofthequalityofthegoods.However,thismeasurementisgettingmoredifficultbecauseofthepeculiarfeaturesoftheservices.Businessesuseservicequalitytomakeadifference,provideacompetitiveadvantage,increaseproductivity,ensurecustomerloyalty,protectpricecompetitionandcreateapositiveimageforpublic.(Atlan,AtanandEdiz,2003).

The difficulty of measuring service quality depends on impossibility ofpredictingcustomers’expectationsallthetimebecausetheservicequalitydependson the customer’s perception. Service quality is affected from service offeringpeople,technicalfeaturesofserviceandgeneralcorporateimageofbusinessthatprovideservice.(TerpstraandSarathy,1993).

Inthestudy,servicequalityofthebankisevaluatedasaresultofmatchingcustomers’ expectations and perceptions about bank service provided. In thiscontext,firstlyconceptofservicequalityismentionedandlaterservicequalityismeasuredbyservqualscale.

2. SERVICE QUALITYServiceQualityisthecomparisonofcustomers’expectationsbeforeservice

takenandserviceperformanceafterservicebenefitedandformsthedirectionanddegreeofexpectedandperceivedperformance(Parasuraman,ZeithamlandBerry,1988).Accordingtoafurtherrecognition,servicequalityistheevaluationofprocessbetweencustomerandserviceproviders(OralandYuksel2006).

Inaddition,servicequalityiscomposedoftechnicalandfunctionalquality.Technicalqualityiswhatthecustomertakesaboutservicewhereasfunctionalqualityisaboutservicedeliveryprocess(Grönroos,1984).

In the light of all these definitions service quality is the comparison ofcustomers’expectationsaboutservicedeliveryandevaluationofthisservicetaken.When customers compare expectations and actual service delivery, service isperceivedasqualifiedifactualservicedeliveryexceedsexpectations.But,serviceisevaluatedaspoorqualityunlessactualservicemeetsexpectations.

The important point of service quality is themeeting customer’s servicequality expectations. Definition, measurement, control, communication and

İşletme Anabilim Dalı



managementofqualityaredifficult.Servicequalityisdeterminedbytheconsumernotbymanufacturer-dealer(Küçükaltan,2007).

ServiceQualitydimensionsarephysicalfeatures,reliability,responsiveness,competence, courtesy, credibility, confidence, accessibility, communication andempathy.Fromthesedimensionsfiveof themareincludedinthisstudy;physicalfeatures, reliability, responsiveness, confidence and empathy. Physical featuresdimension consist of buildings, facilities, equipment, personnel and appearanceof communication materials. Reliability dimension means providing the serviceas promised reliably and accurately, responsiveness dimension means helpingcustomersandprovidingservicetimely,confidencedimensionmeansbeingawayfromrisk,dangerandsuspicionandhavingqualifiedandpoliteemployees,empathydimensionmeansbusinesstoshowinterestandbesensitivetocustomers(Zeithaml,ParasuramanandBerry,1990).ListedfivedimensionsareusedbyServqualscale.Forthisreason,inthisstudyfivedimensionsofservicequalityarediscussedbecauseofusingservqualscale.

ReliabilityandvalidityofaServqualscaleisprovenandthisscaleisappliedinmanyareasoftheservicesector.Thisscalecanbeappliedtoorganizationswhichprovideservicemorethanonepointandtoassessandcompareservicesoneverypoint.Forinstance,servicesprovidedinbankbranches.Servqualscaleisusedwithinthe business, and also used to compare situation among competitors (Alakavuk,2007).

3. MEASUREMENT OF SERVICE QUALITY BY SERVQUAL METHOD IN BANKING SECTOR

Thisstudyisaboutdeterminationofcustomers’expectationsandperceptionsabouttheirprivatebanksthattheyoperate.Inthiscontext,surveyformsarecreatedaccordingtophrasesinthecontextofServqualscaleandthedataareanalyzedbyusingSPSS16programandtheresultsareinterpreted.

Furthermore, recent service quality studies have expressed the need tomeasurethewholespectrumofservicequalityandhaverecommendedSERVQUALasthepossiblemeasurement(KettingerandLee,1994;1997;Pittetal.,1995,1997).TherecommendationhoweverhasnotbeenwithoutreservationpromptingfurtherassessmentoftheapplicabilityofSERVQUAL(VanDykeetal.,1997,1999).

3.1. Aim of the StudyServqualmethodthatiscommonlyusedtomeasurequalityofservicesapplied

toaprivatebank’scustomersinthebankingsector.Thefivedimensionsofservice


quality;physical features, reliability, responsiveness, confidenceandempathyareincludedinthestudy.Inthiscontext,thepurposeofthisstudyisevaluatingprivatebankcustomers’expectationsandperceptionsoftheservicesprovidedbythebankintheframeworkofthesefivedimensions.

3.2. Method of Study

Questionnaireformcomposewithserqualscaleinstudy.Questionnaireformimplementedfacetofacetobankcustomers.Parasuraman,Zeihaml,Berry(1988)developed such amesaurement tool, servqual, to be used in a variety of serviceindustries.tspurposewastoprovideaninstrumentformeasuringservicequalitythatwouldapplyacrossabroadrangeofserviceswithminormodificationsinthescale.SERVQUALprovides a foundation for a growing body of research that pertainsto thecreationofqualityamongservice industries.Thescalewasdevelopedandtested across four service environments: banking, credit card services, repair andmaintenance,andlongdistancetelephoneservices.

3.3. Scope and Constraints of the StudyThestudycoverscustomersofaprivatebankthatoperateinbranchinİzmir.

Itisimpossibletoreachallthecustomersthatoperateinbranchwhenexpensesofresearch,personnelneedsandtimeconstraintaretakenintoaccount.Therefore,thesystematicsamplingmethodisappliedtooneofevery5customerwhocometobankbranch foroperationsandwaitingon the lineand survey is applied tocustomerssampled.Forthispurpose,500questionnairesisproduced,distributed,and392ofthesequestionnairesarereturned.Returnrateis392/500=78.4%.Asaresultofinvestigationsitisfoundthat52ofthequestionnaireareincomplete,inaccurateandcontradictoryfilledsotheyareexcludedfromthescopeofresearch.Therefore,340questionnairesareincludedinthestudy.Thesamplevolumeisconfirmedas340.

3.4. Findings of the study

Findingsoftheresearchconsistofdemographicfeaturesfindingsandservicequalityfindings.Firstofallreliabilityanalysisenforcedtostatementofscale.Resultofanalysisalphavalueis0,83.Itmeansthatscaleisreliable.




3.4.1 Findings About Demographic FeaturesTable 137%oftheparticipantsarefemaleand63%aremale.Accordingtofindings

mostofthesurveyrespondentsaremale.Accordingtothisfinding,menusemorebanking transactions more than women. The distribution of respondents by agegroupsareasfollows:21-25agegroupis16%ofrespondents,26-30yearsagegroupis25%,31-35agegroupis19%,36-40agegroupis8%percent,41-45agegroupis11%,46-50agegroupis9%,51-60agegroupis10%andover60agegroupis2%oftherespondents.Accordingtothesefindings,mostrespondentsarein26–30agegroupand theyareyoungpeople. 6%of the respondents areprimary schoolgraduates,30%ofthemarehighschoolgraduates,14%ofthemareassociatedegree,34%ofthemundergraduateand16%ofthemgraduatedegree.Accordingtothesefindings,most respondentshaveundergraduateeducation.Thissituation indicatesthateducationlevelsofrespondentsarehigh.9%ofrespondentsearnlessthan1000,42%oftherespondentsearn1001–2500,34%oftherespondentsearn2501–4500,10%oftherespondentsearn4501–7500,3%oftherespondentsearn7501–10000and3%oftherespondentsearnmorethan10000.Thisfindingsindicatethatmajorityof the respondents have incomebetween1001 and2500.The respondents are inmiddle-incomegroup.2%of the respondents arebusinesspartner,14%of themareself-employed,25%ofthemarecivilservants,25%ofthemareworkers,12%of themare retired,5%of themarehousewife,1%of themareunemployedand16%of themarestudents.Thesefindings indicate that the respondentsconsistofworkersandcivilservantsingeneral.Participantsareworkersandcivilservantssoitisnormalthattheyareinmiddle-incomegroup.

3.4. 2 Findings About Service QualityPhrasesofservqualscalethatispreparedtorevealcustomers’perceptions

and expectations related to bank services are evaluated by 5-point Likert scale.Customers compare the features of the bank that theymake transactionswith anidealbank-ownedfeature.Asaresultofcomparisonservqualscoreiscalculated.

ServqualScore=PerceptionScore-ExpectationScore

Table 2The negative (-) servqual score that is the difference between average

perception score and average expectation score indicates that bank can notmeet


theexpectationsofcustomersandservicequalityislow.Table2hastheevaluationdistribution of expectation and perception questions for the five dimensions andthereareaverageandservqualscores.Foreachphrases,expectationscoresexceedsperceptionscores.Thisresultshowsthatservicequalityofbankisnotatexpectationlevel.

Table 3As shown in Table 3, perception, expectation and sevqual scores of five

dimensions of service quality (physical features, reliability, responsiveness,confidenceandempathy),weredetermined.

Thereare four expressions inphysical featuredimension.WhenServqualdifferencesofthefourexpressionsareexamined,allarefoundnegative.Theexpressionthatleastmeettheexpectationsis“Advertisementsandhand-outsareclearandeasytounderstand”withthevalueof-0,9412,andtheminimumdifferenceis“Workingenvironmentandbuildingsofbanksseemnice”withthevalueof-0,4971.Accordingtothesefindings,advertisementsandhand-outsdistributedbythebanksdonotmeetthecustomers’expectations.Banksshouldpayatentiontoadvertisementsandhand-outstobedescriptive,basic,easytounderstandanddetailed.Weightofexpectationandperceptionarecomparedforphysicalfeaturesanditisfoundthatexpectationweightis20.03%,whileperceptionweightis22%.Thissituationindicatesthattheexpectationsofcustomersaremetintermsofphysicalfeatures.

Therearesixexpressionsinreliabilitydimension.Intheseexpressions,themaximum difference between expectations and perceptions is “Bank that I takeservicedoesnotmakemistakeaboutbanktransactions.”withthevalueof-1.7294,theminimumdifference is “Thebank that I take servicemeets the commitmentsin time”with thevalueof -0.7412.According tofindings,bankshouldpaymoreattention to bank transactions. In general, the reliability dimension expectationweightis20.86%,whileperceptionweightis21.32%.Thissituationindicatesthatbankmeetstheexpectationsofcustomersintermsofreliability,bankevenexceedsexpectations.

There are seven expressions in responsiveness dimension.Themaximumdifference between perception and expectation is “Employees of the bank that Itaketheserviceeliminateslongwaitingqueue”withvalueof-1.6177,theminimumdifference is “Thebankbehaves sincerely to solve the problemwhenone of thecustomers have problem” with the value of -0.8529.According to the findings,




customersarenotsatisfiedtowaitonthequeue.Bankshouldpreventlongqueue.BankshouldmakeattractivepromotionsandprizestomaketransactionsbyinternetbankingandATM’sinsteadofhavingtransactionsinthebankbranch.Ingeneral,theresponsivenessdimensionexpectationweight is19.80%,whileperceptionweightis18.94%.Thissituationindicatesthatcustomers’expectationsarenotmetexactly.

Therearesixexpressionsinconfidencedimension.Intheseexpressions,themaximumdifferencebetweenperceptionandexpectationis“EmployeesofthebankthatItakeservice,seetheinterestofcustomers’aboveeverything”withthevalueof-1.2942,theminimumvalueis“TechnologicalinfrastructureofthebankthatItakeserviceisadequate”withthevalueof-0.7236.Accordingtothefindings,customersthink that their interests are neglected by the bank. Customers should feel thatbankdealswiththem.However,thetechnologicalinfrastructureofthebankmeetscustomers’expectations.Customerexpectationweightis19.98%,whileperceptionweight is 19.82%. This situation indicates that bank can not meet customers’expectations in termsof confidence fully.Bank shouldhaveoperations to ensureconfidencetocustomers.Forinstance,bankcantendtohavesocialresponsibilitycampaignstoshowinteresttocustomersandsociety.

Therearefourexpressionsinemphatydimension.Themaximumdifferencebetweenperceptionandexpectationis“ThebankthatItakeserviceinformscustomersaboutalternativeinvestmentinstruments”withthevalueof-1.2794,theminimumdifferenceis“ThebankthatItakeserviceformaportfolioinordertodecreaseriskwhileassessingsavings”withvalueof -1.1471.According to the resultobtained,thebankgives insufficient information to customers about alternative investmentinstruments.However,bankdirectscustomerstoalternativeinvestmentinstrumenttoavoidfurtherdamageandtodistributerisk.Inthisregard,customersperceivetheservicepositively.Ingeneral,theempathydimensionexpectationweightis19.32%,whileperceptionweightis17.90%.Thissituationindicatesthatbankcannotmeetcustomers’expectationsintermsofempathyexactly.

As a result of comparison of Servqual scores in terms of service quality,physical features dimension has the lowest score with -0.6426 while emphatydimensionhasthehighestscorewith-1.2155.Accordingtothefindingsobtained,customers perceive physical appearance of employees,working environment andbuildings positively from physical features. However, bank customers think thatbankoperationsarenotsufficientaboutavoidingcustomerinterests,informingaboutalternativeinvestmentinstrumentsandespeciallyinformingaboutaccountdecreaseandincreases.


4. CONCLUSION AND RECOMMENDATIONSToday the concept of service has broadened and the intense competitive

environmentbetweenorganizationsmakeservicetobegivenmorequalified. Duetothedevelopmentoftheconceptofservice,qualityconcepthasalsobecomemoreimportant forbusinesses. Comparedwithmanufacturingfirms, servicebusinessesshouldpaymoreattentiontoquality.

Ensuring and improving service quality is an important strategy forbusinesses to have competitive advantage.This strategyof the business providespositive perception of corporate image and prestige, increase profitability, createcustomersatisfactionandcustomerloyaltyinthelong-term.

Measurement of service quality is more difficult for services because ofdistinctivefeaturesfromgoods.Manymethodsandmodelshaveimprovedforthemeasurementofservicequality.Fromthesemodels,Servqualisthemostknownandwidelyusedmethod.

Inthestudy,participantsarethecustomersofaprivatebankwhoareinthebranchfortransaction.Ingeneral,themajorityofrespondentsaremaleandin26-30yearsagegroup,hasagraduatedegree,havetheincomeintherangeof1001-2500andrespondentsareworkersandcivilservants.

For each of the phrase that takes place in Servqual scale, customers’expectations values exceed perception. This situation shows that bank’s servicequalitylevelislowerthanexpectedlevel.Thebank’sservicescanmeetcustomers’expectations for physical features and reliability dimensions while bank cannot meet he customers’ expectations exactly for responsiveness, confidence andempathydimensions.Whenthedimensionsarecomparedwitheachother,customersperceivephysicalappearanceofbankpositivebutcustomersthinkthatbankcannotempathize.

Banksingeneralshouldprovidemoreconfidencetocustomers.Confidenceis very important in the banking sector. Customers’ confidence to employees isvaluableintermsofinvestmenttrust.Forthisreasonbanksshouldeducateemployeescontinuously.Banksshould trainemployees incertainperiodsandshould informthem about the new investment instruments. Employees should havemotivatingactivitiesforworkingresponsively.Thebanksthatfailtocreateconfidenceandthinkaboutcustomers’interestsarealwaysonestepbehindthecompetition.Changingthephysicalappearanceofthebankisnotsufficientfortheservicetobeperceivedasqualified.Aswellasphysicalfeatures,otherfeaturesshouldbeemphasized.




REFERENCESAlakavuk E. D., (2007) Hizmet Kalitesi Değerlendirme Ölçeği-Servqual,

Hizmet Kalitesi Kavramlar, Yaklaşımlar Ve Uygulamalar, Detay Yayıncılık,Editörler:ŞevkinazGÜMÜŞOĞLU;İgePIRNAR,PerranAKAN,AtillaAKBABA,Ankara,,s.330-342

Atlan Ş.,AtanM., EdizA., (2003) ServqualAnalizi İle Toplam HizmetKalitesininÖlçümüVeYüksekEğitimdeBirUygulama,12. Ulusal Kalite Kongresi Bildiriler Kitabı, Kalder-Türkiye Kalite Derneği, Lütfi Kırdar KongreVe SergiSarayı,İstanbul,13-15Ekim,s.1-13

GronroosC., (1984)ServiceQualityModelAnd ItsMarket Implications,European Journal Of Marketing,Vol.8,pp.60-69

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TABLES

Table 1: DemographicFeaturesofParticipants

GENDER NUMBER PERCENTAGE OCCUPATION NUMBER PERCENTAGE

Female 124 36,5 BusinessPartner 8 2,3

Male 216 63,5 Self-employed 48 14,1

AGE GROUPS Worker 86 25,3

21-25 54 15,9 Retired 42 12,4

26-30 86 25,3 Housewife 18 5,3

31-35 65 19,1 Unemployed 2 0,6

36-40 27 7,9 Student 53 15,6

46-50 29 8,5 INCOME

51-60 34 10,0 Lessthan1000 30 8,8

60- 6 1,8 1001-2500 142 41,7

EDUCATION 4501-7500 34 10

Primary School 21 6,2 7501-10000 11 3,4

High School 101 29,7 Morethan10000 9 2,6

Undergraduate 117 34,4

Graduate 55 16,2




Table 2: Perception,ExpectationandServqualScoresofCustomersAboutBank’sServiceQuality

Table 3: Perception,Expectation,AverageandSERVQUALScoresofServiceQualityDimentions

measurement of service quality by servqual...

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