Measurement of service quality in banking industry: A case study from Turkey

Today, the objective quality of goods and services as well as their subjective quality perceived by customers are highly important. In the contemporary business world in which competition is fierce, it has become an obligation for firms to supply quality goods and services into the market. One of the main criteria of producing quality goods and services is self-evaluation and quality measurement performed by firms. While quality measurement is relatively easier for goods, it is much more difficult for services. In this study, the quality of service provided by a participation bank operating in Turkey will be measured using SERVQUAL Analysis, which is one of the methods used to measure service quality. In this framework, Expected Quality and Perceived Quality will be calculated and analyzed with respect to one another. Then, the findings will be analyzed and the factors affecting the service quality will be discussed. Servqual scores were calculated for all of the five dimensions, and the average of these scores yielded the Servqual score of -1.483. These findings demonstrate that 76.5% of customers’ expectations had been satisfied. While the Responsiveness factor emerged as the strongest factor (84.8%) in terms of satisfying customers’ expectations, the Assurance factor became the weakest (64.9%).