The Impact of Service Quality and Service Characteristics on Customer Satisfaction in the North Macedonian Banking Sector

Original scientific paper
Authors: Maja Naumovska Saveska, Ana Tomovska Misoska, Krum Efremov, Ilijana Petrovska
doi: 10.5937/bankarstvo2102034N
Keywords: Customer satisfaction; Service quality; SERVQUAL; Service quality dimensions; Banking improvement
JEL: M15, M30, M31, G21


Summary: The aim of this research is to analyze the impact of service quality on customer satisfaction in the North Macedonian banking sector. The study aims to show that customer satisfaction is based on the role and impact of service quality. We try to find out which service quality dimensions may enhance customer satisfaction in a better way in Bank Y.

We examined a range of theories and concepts related to customer satisfaction, service, service quality, loyalty, SERVQUAL model and financial services. Within the investigation process, we have collected data out of 68 completely and correctly filled questionnaires. The results confirmed that there is a connection between service quality and customer satisfaction. We have found out that there are significant dimensions where banks should make improvements in order to achieve positive impressions and experience of its clients. Following, we gave a proposed strategy and instructions for action as a finalization part of this research.

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