Bank service quality: A comparison between a publicly quoted bank and a government bank in Singapore
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Philip Gerrard is an associate professor in the Banking and Finance Division of the Nanyang Business School at Nanyang Technological University (NTU), Singapore. Prior to joining academia in 1979, he worked in the retail division of Lloyds Bank plc in the UK and at a UK polytechnic. He wrote a number of textbooks for courses offered by the Chartered Institute of Bankers (UK). His current interests focus on marketing issues, as they relate to the banking sector, more particularly bank selection, bank service quality, bank switching, multiple banking and the adoption of financial services. His articles have appeared in a range of journals including the Journal of Financial Service Marketing, the International Journal of Bank Marketing, the Journal of Asian Business and the Singapore Management Review.
Bart Cunningham is a professor of management in the School of Public Administration at the University of Victoria. His research interests relate to decision-making and organisational stress while his teaching approach utilises action learning and experiential principles. In addition to several international articles, he has published books including: ‘The Echo Approach’ (Quorum Books), ‘Action Research and Organisational Development’ (Praeger), ‘Quality of Working Life’ (Labour Canada), and ‘The Stress Management Sourcebook’ (Lowell House).
Abstract This study, conducted in Singapore, investigates three aspects of service quality. The study samples customers of two specific banks, one of which is publicly quoted and one of which is government owned. For comparative purposes, five service quality dimensions, which the authors created, were used. The results showed that consumer expectations about an excellent bank’s service quality were not significantly different as between the publicly quoted bank and the government bank. The perceptions that consumers had about the service quality of the bank they patronised, though, showed some significant differences. The publicly quoted bank was perceived as having a significantly better ‘services portfolio’, specifically in regard to making customers aware of its services and offering a variety of services through its ATMs. The government bank was perceived as having better ‘staff who deliver the service’, specifically in the way the staff dressed and the efficiency with which they served customers. The five service quality dimensions were found to have better predictive capabilities for the measurement of the overall satisfaction of customers who patronised the government bank. Keywords Publicly quoted bank, government bank, service quality, consumers, Singapore Philip Gerrard Division of Banking and Finance, Nanyang Business School, Nanyang Technological University, Singapore 637664. Tel: +65 790-5003; Fax: +65 791-3697; e-mail: [email protected]
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INTRODUCTION The desire by researchers to develop a fuller understanding of service quality was
Journal of Financial Services Marketing
Vol. 6, 1, 50–66
given a tremendous stimulus following the publication of the seminal w
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