The relative influence of service quality dimensions on perceptions of service quality in the banking industry

Abstract

Quality is an extremely difficult concept to define, describe and measure. Consequently, few academics and authors have attempted to model it and research findings on its influence on key business variables such as profitability and market share are confusing and inconclusive. These problems are compounded in the service sector where the use of objective measures of quality is almost impossible. In this study the pioneering work of Parasuraman, Zeithaml and Berry on service quality is used as framework to investigate the relative influence of service quality dimensions on overall perceptions of service quality in the banking industry. The empirical results show that empathy, assurance and reliability are the service quality dimensions which exert the most influence on consumers' evaluations of overall service quality.