An evaluation of service quality perception from the perspective of publik and private banking clients: Servqual scale

The services sector, which witnesses intense competition today, has changed the point-of-view of consumers on quality and has therefore caused servicing companies to establish quality as the essential point of strategy and adapt a consumer-focused service quality approach. Banks, which have an important position in the service sector, should follow different strategies in order to meet consumers' varying requirements and attach importance to the development and measurement of their service quality. Quality measurement is difficult in the banking sector as it includes abstractness. Therefore, banks should conduct regular controls and improve their services in order to provide quality of service. This study identified evaluations on service quality made by figuratively selected consumers of public and private capital banks, which represent a sub-branch of the services sector, and for this purpose, it tried to identify the expected and perceived service quality as evaluated by the customers of both bank types as far as the individual banking services are concerned. It also identified the difference between the quality of service expected and perceived by consumers, analyzed the difference between the concepts of expected and perceived service quality and also analyzed whether a difference existed in evaluations made by customers about the services provided by private banks and public banks. Within the scope of this study, and in order to measure the service quality provided by private and public capital banks to their customers, an analysis was made using the SERVQUAL scale that is developed by, Parasuraman, Zeithaml and Berry. The data source comprises 600 persons that were selected by non-random sampling method amongst customers of the public and private capital banks in the city of Istanbul. The survey method was used as the data collection method. According to the research findings, the service quality perceived by customers in both groups fall below the expected quality of service. In this framework, it is important that the banks conduct studies for improving and developing their service quality.