An aplication toward measuring service quality in service quality and banking sector

Nowadays, the fact that consuming products and services must be qualityand meeting with the consumers? needs are very important characteristic. It isaccepted that the quality production is necessary in the difficult conditions ofmarket economy. To understand and evaluate how will the studies which havebeen done give results for this production, the quality must be measured.Although this measurement can be made easily for products according to somecharasteristic, it is ver difficult for the services which are variable because oflots of factors.The information about the definition of the service quality, the factorswhich affect the service expectations and the dimensions of the service qualityare very important for the customers. The general dimensions of the servicequality are reliability, tangibles, responsiveness, adequacy, delicacy, greatcredity, accurancy, access, communication, empathy. There is a gap between thecustomers? expectations and the service expectations and understanding of theunits which give service. The service units can?t know the customers?expectations or they can evaluate the customers? expectations incorrectly.Consequently, the drawbacks such as wasting money, time and other sourcescan appear. Methods such as servqual model is used because of the high ofmoney and time cost for the comprehensive studies of the customers?expectations.In this study, servqual service quality measurement model which isdeveloped by Parasuraman, Zeithaml and Berry is examined toward themaesurement of the service quality. This model was applied in Ziraat Bankasıwhich is one of the leader institution and one of the most important public bankin Turkey.After the literature study which was neccessary had been done, it wasdetermined 22 suggestions which would be used in measuring service quality bythinking about banking service. These suggestions were graded by using Likert5 point scale and depended on the factor analysis. The avarage servqual pointwhich was formulated in (quality perceived-quality expected) was evaluatedby being based on the dimensions of the service quality. According to thefindings which were resulted from many kinds of statistical analyses, the modelwas evaluated by paying attention to significance and consistency. The last partconsists of commentaries and proposals about the analyses?s results.