Measuring Service Quality and Satisfaction in Greek Co-Operative Banking: An Exploratory Study (Conference presentation)

Katarachia, A./ Καταραχιά, Ανδρονίκη

Review of the relevant literature has demonstrated that perceived quality has a direct and positive impact on overall customer satisfaction; in addition, the number and nature of the underlying service quality determinants is contingent upon both country- and industry- specific considerations. In order to identify the major determinants affecting customer satisfaction deriving from service delivery in a Co-operative Bank, the present research attempts to develop a customized scale to measure service quality. Accordingly, based on the relevant research findings as well as the views of both the customers and employees of the researched bank, a preliminary 42-item scale was developed and data were collected from a sample comprised of co-operative bank customers in Crete, Greece. The combination of Exploratory and Confirmatory Factor Analysis demonstrated seven determinants: Communication for Building of Trust (5 items), Personnel Relationship (3 items), Quality-Price Relationship (4 items), Understanding and Consulting (2 items), Values of the Bank (2 items), Serviceability (3 items), and Educational Support (2 items). However, the results of regression analysis indicated that co-operative bank customer satisfaction is mostly affected by: Values of the Bank, Quality-Price relationship, Understanding and consulting, and Communication for building of Trust.
Institution and School/Department of submitter: Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων
Keywords: Service quality;Customer satisfaction;Measurement scale;Cooperative banking;Greece;Ποιότητα υπηρεσίας;Ικανοποίηση Πελάτη;Κλίμακα μέτρησης;Συνεταιρισμός Τραπεζών;Ελλάδα
Citation: International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece
Description: Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012
Publisher: Bucks New University
Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Appears in Collections:ICCMI (2012)

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