Measuring service quality in the institutional banking sector and relationship with competitive strategy

On the recent years globalization has effected and changed all economies and social life in the world. Because of this changes competition has increased very speed and the competitive force has accured in all sectors. This process has reflected on the competitive strategy focus on the service quality in service sector. Because of the nature of services ( intangibility, heterogenity, perishability of output, simultaneity of production and consumption) assurance the consistent of the service quality will become very difficult. Services are valued more qualitative and subjective than physical goods. The quality of service must valued by the customers. So the quality dimentions of services will be obtained with respect to wants, needs and desires of customers. Today economies are characterized by the violent competition. The relationship between service quality and competitive force of the service firms is the subject that need of examined. The subject of our thesis is "Developing A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality in the Institutional Banking Sector and the Relationship with the Competitive Strategy". The first aim of our research is to obtain the perceived service quality scale of the institutional banking services and the second aim is to put on the relationship between service quality and competitive force. In our study two literature and two field researches have done. Invıı both of researches there hasn't found enough models, researches or approaches accepted as a general. Our research has began with "Focus Gruop" and "Deep Interview". Data which obtained from this exploratory research and literature has manipulated. After the pre test the final questionnaire has been prepared. In our sampling plan we have obtained a sample 227 enterprises for measuring the service quality. After field research the statistical analysis have done. And than we calculated service quality score related to every bank branch. For the second research we determined the branches from the first study. We obtained the variables of the competitive advantages of the banking sector from the exploratory research and literatire.After the field research and the statistical analysis we obtained the competitive score related to every bank branch. After than we studied the relationship between the service quality and the competitive advantage. The scale which is developed can be use for many aims like service dimentions of banks, on which points of service quality weak or strength, service perceptions of different consumer profiles, service personel performance from consumer perspective. Keywords : Service Marketing, Service Quality, Service Quality Scale, Competitive Force in Service Sector.