QUALITY OF BANKING SERVICES: PERCEPTION GAPS, DIMENSIONS AND RESEARCH TECHNIQUES FOR QUALITY PROMOTION

Original scientific paper
Autor: Predrag Radojević MSc, mr Darko Marjanović MSc

Summary: In today's business environment it is increasingly difficult for banks to achieve a competitive advantage based on new services, price, distribution channels and promotion. Most studies of competition in the banking sector claim that banks should turn to improving their quality of its services as a source for better positioning in the market. This paper analyses the different perceptions of service quality, its importance, the dimensions and determinants in the banking industry, as well as omissions in the provision of banking services which are most likely to occur. The analysis is intended to draw the attention of marketing and senior managers about the importance of building and improving the quality of banking services. The analysis can also provide valuable information for human resources management, given the importance of the behaviour of the banking staff in the service process, and stimulate unification of the employee reward system with the quality system in banks. Since quality improvement is a prerequisite for customer satisfaction in banking sector, which leads to higher profitability, this paper also presents an overview of research techniques in banking that can be used for measuring and improving the quality of the service process.

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