Service quality and an application directed to measurement of the service quality in the banking sector using the servqual method

Nowadays, with the gained importance of the service industry, qualified service production has become the main strategy of business organizations. Service businesses are adopting a customer oriented approach by diversifying their point of view towards quality.The constant growth of the services and that being a sign of the development level of countries made the customers who benefit from these services become more concious. Now, customers are not evaluating services just in terms of price. Factors such as the attitude and the performance of the employee, the enviroment where the service is being offered etc., are affecting customers perception of quality. At this point it is a necessity that the businesses make improvements by measuring the quality of service in order to get competition superiority.In this study, the terms, service, quality and quality of service are being analyzed and advances models, developed for the measurement of quality of service are included. With the Servqual Method, which takes a large place in literature, the service business organizations customer perception of quality of service is aimed to be measured. The application was made on the customers of Ziraat Bank's İskenderun Office, representing the banking sector which has a very important place in service industry.The findings obtained from this research, shows how the customers perceive the service provided by the business, and this displays what the bank should do with their policies and practices, with in the frame of the increasing conditions of competition.Key Words:1. Service2. Service Quality3. Service Quality Models4. Servqual Method5. Banking Sector