^ W Î <^ *' '' '-Í ' ' 'f ^-w ^ * i. V4t. \ ν'?, '»-* i '",?. C'Π Ч é If ' ' ;. Î, _, -. ^ ^ 1^*',»**«'» '' ejll U m,?*л r. ^ ^ ί P n i ' -. - i - W Û W w - *,.
SERVICE QUALITY: A CASE STUDY N THE MPARATIVE MEASUREMENT F SERVICE QUALITY IN A MMERCIAL BANK A THESIS SUBMITTED T THE FACULTY F MANAGEMENT AND GRADUATE SCHL F BUSINESS ADMINISTRATIN F BILKENT UNIVERSITY IN PARTIAL FULFILLMENT F THE REQUIREMENTS FR THE DEGREE F MASTER F BUSINESS ADMINISTRATIN by JDILDRSAN Jnury, 1997 -:;v.ö
tíf 1g я- i. а}
I ertify tht I hve red this thesis nd tht in my pinin it is fully dequte, in spe nd in qulity, s thesis fr the degree f Mster f Business Administrtin. Assite'frfessr MurfWern 1 ertify tht I hve red this thesis nd tht in my pinin it is fully dequte, in spe nd in qulity, s thesis fr the degree f Mster f Business Administrtin. Assite Prfessr Gülnur Murdğlu I ertify tht I hve red this thesis nd tht in my pinin it is fully dequte, in spe nd in qulity, s thesis fr the degree f Mster f Business Administrtin. Assite Prfessr Erdl Erel Apprved by the Den f the Grdute Shl f Business Administrtin. IV
ABSTRACT SERVICE QUALITY: A CASE STUDY N THE MPARATIVE MEASUREMENT F SERVICE QUALITY IN A MMERCIAL BANK IDİL DRSAN M.B.A. Thesis Supervisr: Assistnt Prfessr Murt MERCAN Inresed mpetitin nd Turkey's entrne t the Custms Unin with the Eurpen Unin hs bsted qulity mvement thrughut ll setrs. In the servie setr, bnks hve been the leders fr grsping the imprtne f qulity issues. This study ttempts t mesure ustmers' stisftin nd persnnel's understnding nd implementtin f servie qulity in mmeril bnk. The study innvtes with respet t frmer studies undertken t Bilkent, s fr the first time in the University, the Servie Qulity ssessment is undertken t tw distint ltins nd the results mpred. The speifi tl used in this study is the SERVQUAL instrument, vluble tl fr ssessing bth ustmers' degree f stisftin with the servie, nd fr finding ut the eventul servie qulity gps urring t the servie prviders' side f the trnstin.
ÖZET HİZMET KALİTESİ: BİR TİCARİ BANKANIN KARŞILAŞTIRMALI HİZMET KALİTESİ ÖLÇÜMÜ İDİL DRSAN M.B.A. Tezi Tez Yönetiisi: Yrdımı Dçent Dktr Murt MERCAN Yğunlşn rekbet rtmı ve Türkiye'nin Avrup Birliği ile Gümrük Birliğine geçişi tüm sektörlerde bir klite tılımmm gerçekleşmesine sebep lmuştur. Özellikle hizmet sektöründe, bnklr klite knusunun önemini kvrmkt önü lmuşlrdır. Bu çlışm, bir tiri bnkd müşterilerin hizmetten duyduklrı memnuniyet ile, persnelin hizmet klitesi nlyışı ve uygulmsını inelemektedir. Çlışmyı Bilkent Üniversitesinde bu knud dh öne ypıln rştırmlrdn yırn özellik. Üniversitede ilk def hizmet klitesinin iki yrı rtmd ölçülerek krşılştırmsının ypılmsıdır. Bu mçl kullnıln metd, hizmet klitesinden müşterinin duyduğu ttmini ölçen ve hizmeti verenlerin trfınd luşbileek bşluklrı rty çıkrmyı mçlyn SERVÇUAL metdudur.
ACKNWLEDGMENTS 1 m grteful t Mr. Ahmet Cnktn, Hed f Grnt! Bnk's Ankr Regin ffie, Ms. Sibel Siphiglu, Diretr f Grnt! Mltepe Brnh nd Ms. Zeynep Derdiyk, Diretr f Grnt! GP Brnh fr their help nd understnding during my wrk in the brnhes. Thnk yu very muh Arzu Biiyiikkn nd Didem Ülfeti fr direting yur ustmers t me during the dministrtin f the SERVQUAL questinnire! I wuld like t express my deep ppreitin t Assistnt Prfessr Murt Mern, wh, despite ging thrugh very busy perid, did nt leve me hlfwy n my thesis wrk. I m ls grteful t Assite Prfessr Erdl Erel nd Assite Prfessr Giilnur Murdglu fr their kind ssistne nd interest. Speil thnks g t Br Yzkn fr ding s muh fr me. Finlly, my deepest thnks g t my wnderful fmily fr their ntinuus help nd supprt, even in my hrdest times. Ill
TABLE F NTENTS ABSTRACT... ZET... ACKNWLEDGMENTS... TABLE F NTENTS... i ii İÜ iv 1. INTRDUCTIN... 1 2. GARANTİ BANK... 3 2.1. Preprtins fr Inresed Cmpetitin... 3 2.2. Systems Reengineering... 4 2.3. Ttl Qulity Mngement... 4 2.4. Humn Resures Develpment... 5 2.5. Brnh Redesign... 6 2.6. Reltins With Clientele... 6 2.7. Clerly Defined Mrket Segments nd Strtegies... 6 2.8. Custmer Reltinships... 7 3. LITERATURE SURVEY... 8 3.1. PZB's wrk n Servie Qulity... 8 3.2. ther Shlrs' wrk n Servie Qulity... 11 3.2.1. Authrs in Line With PZB... 11 3.2.1.1. Brwn nd Swrtz... 11 3.2.1.2. Bltn nd Drew... 12 3.2.2. Authrs ppsing t PZB... 13 3.2.2.1. Crmn... 13 3.2.2.2. Bbkus nd Biler... 16 3.2.2.3. Crnin nd Tylr... 17 3.2.3. Servie Qulity Wrk t Bilkent University... 19 4. THE SERVQUAL METHDLGY... 22 4.1. The SERVQUAL Instrument... 22 4.2. Anlysis f the Questins... 23 4.2.1. Tngibles... 23 IV
4.2.2. Relibility... 23 4.2.3. Respnsiveness... 23 4.2.4. Assurne... 24 4.2.5. Empthy... 24 4.3. Cmputing the SERVQUAL Sres... 24 4.4. Interpreting the SERVQUAL Sres... 25 5. THE SERVICE PRVIDER GAPS METHDLGY... 27 5.1. Desriptin f the Questinnire... 27 5.2. Cmputtin f GAP 1 Sres... 27 5.3. Cmputtin f GAP 2 Sres... 29 5.4. Cmputtin f GAP 3 Sres... 31 5.5. Cmputtin f GAP 4 Sres... 32 5.6. Mesuring Anteedents f GAPS 1 Thrugh 4... 32 5.7. Cmputing the Sres fr the Anteedents f Gps 1 t 4 34 6. ANALYSIS F THE QUESTINNAIRE... 35 6.1. Administrtin f the Questinnires... 35 6.2. Prtil Applibility f the Questinnires... 36 6.3. Results f the SERVQUAL Questinnire (GAP 5)... 39 6.3.1. Results t Mltepe Brnh: Tngibles... 39 6.3.2. Results t GP Brnh: Tngibles... 4 6.3.3. Results t Mltepe Brnh: Relibility... 4 6.3.4. Results t GP Brnh: Relibility... 41 6.3.5. Results t Mltepe Brnh: Respnsiveness... 41 6.3.6. Results t GP Brnh: Respnsiveness... 42 6.3.7. Results t Mltepe Brnh: Assurne... 42 6.3.8. Results t GP Brnh: Assurne... 43 6.3.9. Results t Mltepe Brnh: Empthy... 44 6.3.1. Results t GP Brnh: Empthy... 45 6.4. Results f the Servie Prvider Questinnire: GAP1... 45 6.4.1. Results t Mltepe Brnh: Tngibles... 45 6.4.2. Results t GP Brnh: Tngibles... 46 6.4.3. Results t Mltepe Brnh: Relibility... 46 6.4.4. Results t GP Brnh: Relibility... 46 6.4.5. Results t Mltepe Brnh: Respnsiveness... 47 6.4.6. Results t GP Brnh: Respnsiveness... 47 6.4.7. Results t Mltepe Brnh: Assurne... 47
6.4.8. Results t GP Brnh: Assurne... 48 6.4.9. Results t Mltepe Brnh: Empthy... 48 6.4.1. Results t GP Brnh: Empthy... 48 6.5. Results f the Servie Prvider Questinnire: GAP 2... 49 6.6. Results f the Servie Prvider Questinnire: GAP 3... 49 6.7. Results f the Servie Prvider Questinnire: GAP 4... 5 7. ANALYSIS F THE FACTRS BEHIND THE GAPS... 51 7.1. Anteedents f GAP 1... 51 7.2. Anteedents f GAP 2... 52 7.3. Anteedents f GAP 3... 53 7.4. Anteedents f GAP 4... 54 7.5. Remmendtins nd Atin Pln... 54 7.5.1. Mltepe Brnh... 54 7.5.2. GP Brnh... 56 8. NCLUSIN... 57 APPENDIX A... 58 APPENDIX B... 67 APPENDIX C... 73 APPENDIX D... 77 APPENDIX E... 83 APPENDIX F... 9 APPENDIX G... 96 APPENDIX H... 12 APPENDIX I... 18 APPENDIX J... 114 APPENDIX K... 117 APPENDIX L... 12 APPENDIX M... 123 APPENDIX N... 124 APPENDIX... 133 APPENDIX P... 14 BIBLIGRAPHY... 143 VI
1. INTRDUCTIN Qulity is seen s ne f the wepns fr inresing ne's strength in tdy's highly mpetitive envirnment. The number f IS 9 Certifite dvertisements in newsppers hs ntiebly inresed, shwing the mpler f the qulity mvement in Turkey. ne f the ftrs tht hs bsted the mvement f Ttl Qulity Mngement (TQM) in Turkey is the Custms Unin with the Eurpen Unin tht entered int effet n Jnury 1st, 1996. And mre nd mre, qulity is likely t beme ne f the wys t rete nd sustin mpetitive dvntge fr the firms. The fus f this study will be n the servie setr. The qulity nept s develped fr the mnufturing setr nnt be pplied t the servie setr, s servies' hrteristis lrgely differ frm tht f mnuftured prduts. As suh, this study will ndut qulity udit n tw differently lted brnhes f Grnti Bnk, ne f the qulity pineers nd IS 91 Certifite hlders in the Turkish bnking setr. The qulity udit will be bsed n frmewrk develped by three Amerin reserhers, Lenrd Berry, A. Prsurmn nd Vlrie ZeithmI (ZeithmI et l., 199, wh hve ntributed t the develpment f the literture n servies mrketing nd servies qulity. The study will be nduted frm tw
perspetives; qulity s seen by the ustmers, nd qulity s seen by mngement nd the persnnel. A speifi tl will be used fr mesuring qulity frm the viewpint f the ustmers: SERVQUAL. This nsists f tw sets f 22 sttements, ne fr ssessing ustmers' expettins f qulity, nd the ther ne fr evluting their pereptins f the urrent servies perfrmed by the bnk. Anther questinnire develped by Berry, Prsurmn nd ZeithmI -referred t s PZB frm nw n- (ZeithmI et l., 199 will be used fr mesuring qulity frm the viewpint f the persnnel. This is lrger set f lse-ended questins, whih seeks t determine the nvergene between ustmers' pereptin f qulity nd persnnel's view f it, s well s suh issues s mmunitin, dequte trining, tem wrk, et.. These tw sets f questinnires re expeted t revel lues n the servie qulity perfrmne f the tw brnhes. Arding t the findings f the survey, the key underlying resns behind the gps will be nlyzed, nd rretive tin, when neessry, will be remmended. This study is expeted t llw the reder t pint t the servie qulity gps urring t Grnti Bnk nd t frmulte remmendtins t verme them. Hping t gin experiene in the field f Servie Qulity, the uthr ls hpes t ntribute t the qulity imprvement effrts f the bnk.
2. GARANTI BANK wned by the Dgus Grup, Grnti Bnk is tp-tier bnk hedqurtered in Istnbul. The bnk serves brd spetrum f rprte, mmeril nd retil lientele. It pertes thrugh ntinwide netwrk f 165 brnhes nd verses brnhes in Eurpe. (Grnti Bnk, 1996, p. 2) Grnti Bnk hs been the first multibrnh bnk in Turkey t reeive the IS 91 Qulity System Certifite, in Nvember 1995. Given fr exellene in ll bnking res, the Certifite is nsidered by the bnk s n bjetive prf tht Grnti pertes t the highest stndrds. (Grnti Bnk, 1996, p.5 nd 12) 2.1. Preprtins fr Inresed Cmpetitin Even thugh the Custms Unin des nt enmpss the free irultin f servies, Grnti Bnk hs prepred itself fr inresed mpetitin with freign bnks in Turkey. This hs been hieved thrugh mprehensive prgrm f systems reengineering, ttl qulity mngement, humn resures develpment, brnh redesign nd the pplitin f lerly defined strtegies fr enhning prdutivity nd prfitbility in the rprte, mmeril nd nsumer bnking segments. (Grnti Bnk, 1996, pp. 6-7)
The new stndrds fr systems develpment, humn resures mngement nd brnh redesign underlie fundmentl hnge in the rgniztin within the bnk. This is hped t filitte servie t hsen segments f rprte, mmeril nd retil ustmers. (Grnti Bnk, 1996, p. 11) 2.2. Systems Reengineering During 1995, new business system ws initited in brnhes with the bjetive f nurturing nd develping reltinships nd selling interrelted prduts. This is new ide in Turkish retil bnking, whih retes brekthrugh tht hs plyed mjr rle in expnding the Bnk's nsumer business. In the new system, dedited slespersn is respnsible fr strting bnking reltins with new ustmers wh fll int the lrgest segment. Dedited ustmer reltinship mngers re hrged with further develping business with prtfli f ertin number f existing ustmers. The brnh mnger leds this tem with pertins peple in supprting rles. (Grnti Bnk, 1996, p. 2 2.3. Ttl Qulity Mngement Grnti Bnk seeks t prvide qulity servies t lrge Turkish nd multintinl ustmers nd t expnd its invlvement in their tivities. (Grnti Bnk, 1996, p. 18)
The bnk plns t trin brnh persnnel in bth finnil nlysis nd mrketing. It is hped tht this mbintin f skills wuld supprt n enhned pereptin f bnking pprtunities thrugh deeper understnding f lients' businesses. (Grnti Bnk, 1996, p. 19) 2.4. Humn Resures Develpment Grnti Bnk nsiders the investment in humn resures mbined with tht in tehnlgy s the bkbne f its prgrm t inrese prdutivity nd enhne prfitbility. Reruitment nd trining f high qulity stff nd the mre effiient nd widespred use f mputers hs turned the bnk int len rgniztin with stisftry rerd f emplyee retentin. (Grnti Bnk, 1996, p. 23) Humn resures mngement supprts the business gls f the bnk by inresing the number f university grdutes, prmting yung nd mbitius brnh mngers, upgrding peple nd retining the existing qulity f yung reruits. The bnk hs plnned series f hnges fr the yer 1996. These inlude the setting f bjetives fr eh jb title in brnhes r the Hed ffie. Emplyees' perfrmne wuld be evluted rding t the degree f reliztin f these bjetives. (Grnti Bnk, 1996, p. 24)
2.5. Brnh Redesign The brnhes f Grnti Bnk hve been nverted frm trnstin-bsed units t sles utlets. (Grnti Bnk, 1996, p. 2 This restruturing nd redesign f the brnh netwrk hs equipped Grnti t funtin s sles utlet fr relted finnil prduts, inluding insurne, lesing nd seurities. (Grnti Bnk, 1996, p. 7) This hs prepred the bnk t meet mpetitin frm freign bnks. Effetive lbby mngement t redesigned brnhes nd the intrdutin f nn-time bnking, s well s the pening f the bnk n Sturdys hs inresed essibility nd ustmer-friendliness. 2.6. Reltins With the Clientele As stted in its 1995 Annul Reprt, Grnti Bnk is mmitted t estblishing enduring reltinships with its ustmers. (Grnti Bnk, 1996, p. 2) Strng reltins with rprte nd mmeril ustmers re shwn s the mjr ftrs t enble the bnk t tke full dvntge f the surge f grwth in the enmy, leding t n imprved level f perfrmne in 1995. (Grnti Bnk, 1996, p. 11) 2.7. Clerly Defined Mrket Segments nd Strtegies Grnti ffirms its mmitment t bnking fundmentls, nsidering its bsi business f lending mney nd lleting depsits s the fundtins f its tivities.
The bnk puts prime imprtne n ustmer reltinships nd prdutive lending. It ls hs undertken fundmentl hnge in its rgniztin t be in line with the expettins nd needs f the ustmers. The priniples f mrket segmenttin, ustmer fus nd reltinship mngement hve been pplied rss the brd. (Grnti Bnk, 1996, p. 18) 2.8. Custmer Reltinships The lunh f retil bnking inititives hs enbled Grnti Bnk t reh lrger grup f individul ustmers (Grnti Bnk, 1996, p. 7). By putting int ple inititives t expnd retil bnking tivities in seletive mnner, nsumer-riented bnking is frming ne f the bnk's strengths (Grnti Bnk, 1996, p. 19). The bnk pursues n tive mrketing prgrm, mking regulr lient lls t ssess needs nd suggest slutins. This intrdutin f retil bnking hs distinguished Grnti frm its mpetitrs, enbling the Bnk t penetrte the upper-end f the mrket with vriety f qulity prduts nd servies (Grnti Bnk, 1996, p. 19).
3. LITERATURE SURVEY 3.1. PZB's Wrk n Servie Qulity ZeithmI, Prsurmn nd Berry wrte in their bk titled "Delivering Qulity Servie - Blning Custmer Pereptins nd Expettins" (199, 'When we strted ur reserh prgrm in servie qulity, we expeted t find vried nd rih literture tht wuld guide us. [...] Insted, we fund literture lmst exlusively devted t tngible gds qulity, defined in terms f nfrmne t mnufturers' speifitins.'{p. 15) PZB's jurney n Servie Qulity begn in 1983 when the uthrs submitted their first prpsl t the Mrketing Siene Institute (MSI) fr funds t d n explrtry reserh study n the subjet f servie qulity (ZPB, 199, p. ix). The 3 min questins tht preupied the reserhers ll lng tht jurney were: 1- Wht is Servie Qulity? 2- Wht uses Servie Qulity prblems? 3- Wht n rgniztins d t slve these prblems nd imprve their servie?
PZB's wrk develped in the frm f suessive phses: -Phse I ws qulittive nd fused n hw ustmers nd servie-firm exeutives pereive nd evlute Servie Qulity (BPZ, 1988, p. 36). The min tls used were fus-grup interviews in fur seleted servie fields: retil bnking, redit rds, seurities brkerge nd, ppline repir nd mintenne. This first phse f the reserh indited tht ustmers evlute Servie Qulity by mentlly mpring their pereptins f delivered servies with their expettins frm the servie firms. The uthrs did the sme mprisn lng 1 distint dimensins (relibility, respnsiveness, mpetene, ess, urtesy, mmunitin, redibility, seurity, understnding/knwing the ustmer, tngibles). This inquiry ls reveled key gps within servie firms tht uld hve bering n servie qulity s pereived by ustmers. -Phse II ws mre empiril nd fused n tw bjetives (BPZ, 1988, p. 36): 1- develping mprehensive instrument fr mesuring ustmer pereptins f Servie Qulity, 2- gining mre in-depth understnding f rgniztinl shrtflls tht hve n impt n Servie Qulity, nd hw suh shrtflls n be rreted.
T mplish the first bjetive, the uthrs develped 97 sttements, whih they then rested int pirs f sttements: ne t mesure expettins but firms in generl within the servie tegry being investigted, nd the ther t mesure pereptins but the prtiulr firm whse Servie Qulity ws being ssessed. The uthrs then refined nd shrtened the 97 item instrument int finl instrument nsisting f 22 items, spnning the 5 dimensins f servie qulity: tngibles, relibility, respnsiveness, ssurne nd empthy. -Phse III ws n empiril study tht fused n the servie prvider hlf f the SERVQUAL mdel (ZBP, 199, p. ix). The phse invlved reserh in 89 seprte field ffies f 5 ntinl servie mpnies. The im f the study ws t verify the uthrs' hyptheses but ptentil uses f servie qulity prblems (ZBP, 199, p. 38). - Phse IV, finlly, entered n the tpi f ustmer servie expettins (ZBP, 199, p. ix): hw ustmers frm their expettins nd the key influenes tht ffet this press. The uthrs' reserh prtl hs been t explre thrugh qulittive reserh, mdel wht they find, nd then test the reltinships within the mdel quntittively. The uthrs ls dded servies nt yet studied in erlier phses t the gend f Phse IV.
3.2. ther Shlrs' Wrk n Servie Qulity PZB's SERVQUAL mesurement hs me under muh ritiism frm severl uthrs. Still, sme uthrs supprt PZB's wrk. In first setin, we will review tw f the shlrs whse wrk re in line with PZB's studies. The send setin will be devted t the ritis nd the prpsed lterntive instruments. 3.2.1. Authrs in Line With PZB 3.2.1.1. Brwn nd Swrtz - In n rtile titled "A Gp Anlysis f Prfessinl Servie Qulity", Brwn nd Swrtz (1989) use the gp nlysis s n pprprite pprh fr exmining the evlutin f prfessinl servie. The uthrs understnd the ustmers' evlutin f enunters s fllws (Brwn & Swrtz, 1989, p. 93): /=X/- Ei where: r. evlutin utme fr enunter i X/: expettins fr enunter i Ei: experienes fr enunter i This is in mplete rdne with PZB's understnding f servie qulity evlutin s pereptins minus expettins. 11
Still, Brwn nd Swrtz rgue tht simpler mdel, i.e. 3 gps insted f 5, is mre pprprite fr evluting prfessinl servies, espeilly in the initil stges f empiril reserh. Thus, they define the 3 gps s fllws: - GAP 1 = lient expettins - lient experienes - GAP 2 = lient expettins - prfessinl pereptins f lient expettins - GAP 3 = lient experienes - prfessinl pereptins f lient experienes. As n be seen, Brwn nd Swrtz's Gps 1 nd 2 rrespnd t PZB s Gps 5 nd 1, respetively. Brwn nd Swrtz's Gp 3 innvtes with respet t PZB's wrk. 3.2.1.2. Bltn nd Drew Bltn nd Drew re the send grup f shlrs whse wrk gree with PZB's SERVQUAL frmewrk. The tw uthrs' reserh methdlgy differs frm the previus wrk in tw wys by (Bltn nd Drew, 1991, p. 375): 1- develping multistge mdel f the determinnts f pereived servie qulity 2- desribing the press by whih ustmers' stisftin/disstisftin (CS/D frm nw n) with servie is ffeted, whih in turn ffets their ssessment f Servie Qulity. Still, the uthrs pstulte ustmer's ssessment f Servie Qulity t depend n CS/D with the urrent servie (Bltn nd Drew, 1991, p. 378). In
turn, the uthrs rgue tht CS/D depends n [...] the pereptins f disrepny between perfrmne nd expettins. ne mre, the bve re in line with PZB's pereptins minus expettins frmewrk. Bltn nd Drew nlude their rtile by stting tht Disnfirmtin, defined s the gp between perfrmne nd expettins is key determinnt f verll servie qulity, nsistent with prir explrtry reserh n Servie Qulity (Bltn nd Drew, 1991, p. 383). 3.2.2. Authrs ppsing t PZB Still, mny f the shlrs in the field f Servie Qulity disgree with PZB. While sme d this in n effrt t further imprve the frmewrk t ssess Servie Qulity, thers prpse mpletely new frmewrks nd tls. This is wht will be reviewed in this setin. 3.2.2.1. Crmn ne f the prinipl ritis f the SERVQUAL instrument hs been J. Crmn frm the University f Clifrni. In his rtile titled "Cnsumer Pereptins f Servie Qulity: An Assessment f the SERVQUAL Dimensins" (199, the uthr lims tht it is mre pprprite [...] 't d mre replitin nd testing f the SERVQUAL dimensins nd mesures befre epting it s vlid generi 13
mesure f pereived servie qulity tht n be used in ny retiling r servie situtin' {Crmn, 199, p. 34). Thus, the uthr grups his ritis rund 5 questins (Crmn, 199, p. 34): 1- Hw generi re PZB s dimensins? Will ll servie rgniztins find the mesures eqully vlid? 2- Hw muh n the wrding f items be hnged t fit prtiulr servie situtin? 3- Wht but servie bundles tht inlude multiple servie funtins? 4- Hw vlid is it t nlyze the differene between pereptins nd expettins? 5- Is it lwys neessry t dminister the expettins bttery? The uthr used 4 servie settings t test these questins: - dentl shl ptient lini, - business shl plement enter, - tire stre, nd, - n ute re hspitl. Crmn's nlusins hve been the fllwing, respetively: 1- PZB's mbintin f the riginl 1 dimensins int finl frm f 5 dimensins hs nt prven t be vlid fr ll servie settings. Fr exmple, Crmn's replitin f the SERVQUAL reveled tht "Empthy" ws nt n pprprite mbintin fr the previus "Understnding" nd "Aess" dimensins. Arding t Crmn, 'when ne f the dimensins f qulity is prtiulrly imprtnt t nsumers, they re likely t brek tht dimensin int subdimensins.' {Crmn, 199, p. 37)
2- Abut the wrding f the items, Crmn rgues tht minr ustmiztin will ften be required (Crmn, 199, p. 41).Als, nerning the negtively wrded items (9 f the 22 SERVQUAL items re negtively wrded), it is limed tht this tehnique is used t keep the respndents lert nd t vid hl effets. Hwever, in lng questinnire, mny respndents find this hnge in the wrding diffiult t mprehend, nd thus, they misred the item (Crmn, 199, p. 42). Finlly, thse items tht testing hs shwn nt t be relevnt t the prtiulr situtin shuld esily be mitted. The lessn, rding t Crmn, is tht ll items need t hve vlidity nd relibility heks befre mmeril pplitins (Crmn, 199, p. 43). 3- In servie situtins tht inlude multiple servie funtins, Crmn nludes tht the qulity in eh funtin shuld be mesured seprtely (Crmn, 199, p. 46). 4- Cnsidering the vlidity f the pereptins minus expettins nlysis. Crmn rgues tht expettins shuld differ between settings (Crmn, 199, p. 47). T illustrte, the uthr mpres the mbine f n expensive resturnt t tht f pizz prlr. Thus the uthr lims tht it wuld be resnble t expet tht pereptins f qulity re influened by expettins. Als, the uthr drws the ttentin t the ft tht, t the time f mpleting the expettins bttery, the respndents hd expettins, but these were nt
bsed n experiene. Arding t Crmn (199, p. 48), fter using the servie, ustmers were fr mre knwledgeble nd their ssessment f qulity ws bth different nd mre ler. 5- Abut the timing t llet expettins infrmtin. Crmn suggests tht users f SERVQUAL llet infrmtin n fmilirity with the servie t the time expettins infrmtin is lleted. 3.2.2.2. Bbkus nd Biler - In line with Crmn (199, Bbkus nd Biler's (1992) ritis f SERVQUAL nentrte n the dimensins, the wrding nd the expettins minus pereptins nsidertin f the instrument. First, the tw uthrs shw fter brief literture survey tht 5 t 9 dimensins f Servie Qulity re pprprite, depending n the type f the servie setr under investigtin (Bbkus nd Biler, 1992, p. 255). Hwever, given the disgreement n the number f dimensins, the uthrs questin whether SERVQUAL is mesuring number f distint nstruts, r glbl, mre bstrt vrible. Send, the uthrs pint t the ft tht when peple nurrently respnd t "wht is desirble" nd "hw muh there is nw", they seldm rte the frmer lwer thn the ltter (Bbkus nd Biler, 1992, p. 256). Hene, the "desired level" sres (expettins) my exeed the "existing level" sre (pereptins) nsistently fr n ther resn thn this type f respnse tendeny. 16
Third, Bbkus nd Biler reprt tht linguistis reserh indites tht respndents wh re given negtively keyed items require mre time t red them, mke mre mprehensin mistkes, nd re mre likely t tth negtive emtinl nnttins thn when they re given psitively keyed items (Bbkus nd Biler, 1992, p. 256). It is further prpsed tht t redue the detrimentl effets f item wrding, the instrutin setin f the sle might ntin wrning t the respndents n the existene f negtive/psitive wrding (Bbkus nd Biler, 1992, p. 265). 3.2.2.3. Crnin nd Tylr Crnin nd Tylr (1992, 1994) still bring ther ritis t PZB's Servie Qulity frmewrk nd g ne step further by prpsing n lterntive mesurement: SERVPERF. In their rtile dted 1992, the tw uthrs set the bsis f their rgumenttin nd shw tht ntrrily t wht is stted by PZB, stisftin is n nteedent f pereived Servie Qulity nd nt the reverse. Arding t this, "[...] nsumers frm n ttitude but servie prvider n the bsis f their prir expettins but the perfrmne f the firm [...]" (Crnin nd Tylr, 1992, p. 57). The uthrs derive frm this sttement tht, nsidering Servie Qulity t be n ttitude, : 1- In the bsene f prir experiene with servie prvider, expettins initilly define the level f pereived servie qulity. 2- The first nd subsequent experienes with the servie prvider will led t revisin f the level f pereived qulity.
3- The redefined level f pereived Servie Qulity will then mdify the nsumer's purhse intentins twrd the servie prvider. (Crnin nd Tylr. 1992, p. 57) In dditin t tht, the uthrs rgue tht bsed n literture, "experimentl evidene indites tht the perfrmne dimensin lne predits behvirl intentins nd behvir [...]. This finding suggests using nly perfrmne pereptins s mesure f Servie Qulity." (Crnin nd Tylr, 1992, p. 57) n the ther hnd, bsed n n exmintin f PZB's wrk, the uthrs nlude tht the 22 items f SERVQUAL dequtely define the dmin f Servie Qulity (Crnin nd Tylr, 1992, p. 58). As result, n lterntive tl is develped fr mesuring Servie Qulity, SERVPERF, whih is bsed n the 22 SERVQUAL items, but mesures the perfrmne f the servie prvider. The reserh undertken by Crnin nd Tylr ls suggests tht the dditin f weights in the lultin f the Servie Qulity sre des nt imprve the result (Crnin nd Tylr, 1992, p. 59); rther, it is fund tht the unweighted SERVQUAL r SERVPERF explins mre f the vritin in Servie Qulity, thn their weighted versins (Crnin nd Tylr, 1992, p. 61). Finlly, the uthrs emphsize n the ft tht Servie Qulity shuld be mesured s n ttitude (hene the neessity f perfrmne-bsed mesurement) rther thn stisftin prdigm (Crnin nd Tylr, 1992, p. 64). 18
In their rtile dted 1994, Crnin nd Tylr ssert tht purhse intentins re better influened by nsumer stisftin (Crnin nd Tylr, 1994, p. 129) thn by nsumer expettins (p. 13. Therefre, the uthrs remin n their pint tht servie perfrmne is better dpted mesure fr ssessing Servie Qulity thn the perfrmne-expettins bsed SERVQUAL. 3.2.3. Servie Qulity Wrk t Bilkent University Presently, Bilkent University is ne f the demi institutins in Turkey devting lse ttentin t qulity issues. The ft tht qulity is ffered s semester urse nturlly ttrts the students' ttentin t qulity-relted subjets. As suh, Bilkent is ne f the rre universities where ntble number f MBA students exmine Servie Qulity issues eh yer in their mster's theses. Amng these theses, C.M. Alpsln's is the ne tht fuses n the neptul side f the mesurement f Sen/ie Qulity. The literture survey relted in Alpsln's thesis justly summrizes the debte between PZB nd ther shlrs (Alpsln, 1995, pp. 27-31). Als, study is undertken frtesting the vlidity f the SERVQUAL instrument (Alpsln, 1995, p. 33). The nlusin rehed is tht infrmtin is lst during the nslidtin f individul sttements int the five dimensins (Alpsln, 1995, p. 65). Als, the study lims tht SERVQUAL des nt llw t see the mplete piture s it mpletely skips the tehnil evlutin f qulity in fvr f the funtinl (press) qulity. The tw ther studies tht will be relted here re pplitins f the SERVQUAL methd in the frm f se studies. The first ne is study by S. 19
Bstni (1995) dne t privte hspitl in Ankr. The min im is t find ut the pints where ustmer expettins re higher thn expeted nd t reprt these pints t upper mngement (Bstni, 1995, p. 3). The SERVQUAL questinnire is dministered t 3 grups f respndents (Bstni, 1995, p. 52); 1-1 in-ptients (42% rte f return) 2-1 mngers (8% rte f return) 3-13 ntt persnnel (43% rte f return) This seprtin f the respndents is prtiulrly imprtnt in ssessing the understnding f eh grup with respet t the thers. The mprisn my then revel the pints where mismth exists between servie prviders nd the ustmers. As n exmple, the results f Bstni's study revel tht while the ptients rted "empthy" s being the lest imprtnt dimensin, the hspitl mngement thught the lest imprtnt dimensin fr the ustmers ws the "tngibles" dimensin (Bstni, 1995, pp. 59-6. The send se study hs been mplished by MBA student P. Gene (1994) nd is the ne tht mes lsest in its nture t the present wrk. Indeed, this thesis nsists f n pplitin f SERVQUAL in privte mmeril bnk, nmely. Interbnk. Aside frm the use f the SERVQUAL mesurement, the prtiulrity f this study lies in the ft tht its uthr uses Prter's frmewrk t nlyze the situtin tht led the bnk t hnge nd dpt TQM pereptive frm tht time n (Gene, 1994, pp. 23-5). 2
The bve re just few exmples frm the wrk dne t Bilkent University n qulity in generl nd n Servie Qulity in prtiulr. Mny mre thesis wrks n be fund t the Mngement Deprtment's Librry.
4. THE SERVQUAL METHDLGY 4.1. The SERVQUAL Instrument The SERVQUAL questinnire is multiple-item sle nsisting f set f 22 sttements (PBZ, 199, p.175). The respndent filling the questinnire is sked t indite his r her degree f greement with the sttement n sle f 1 (mpletely disgree) t 7 (mpletely gree). The first setin f the instrument reltes t the expettins f the respndents in generl terms. A smple sttement wuld be: " Exellent bnks will perfrm the servie right the first tim e". The send setin f the instruments nsists f the sme set f 22 sttements, this time dpted t the mpny. A smple sttement wuld be: " Grnti Bnk will perfrm the servie right the first time". Appendix A ntins the tw questinnires used fr this thesis wrk s trnslted in Turkish.
4.2. Anlysis f the questins The 22 SERVQUAL sttements in ft represent the belw five dimensins: 4.2.1. Tngibles This dimensin ssesses the pperne f physil filities, equipment, persnnel, nd mmunitins mteril (ZeithmI et l., 199, p. 21). The sttements pertining t this dimensin re sttements 1 t 4 (ZeithmI et l., 199, p. 176). 4.2.2. Relibility This dimensin ssesses the bility f the bnk t perfrm the prmised servie dependbly nd urtely (ZeithmI et l., 199, p. 21). Sttements pertining t this dimensin re sttements 5 t 9 (ZeithmI et l., 199, p. 176). 4.2.3. Respnsiveness This dimensin reltes t the willingness f the persnnel t help ustmers nd t prvide prmpt servie (ZeithmI et l., 199, p. 21). Sttements rrespnding t this dimensin re sttements 1 t 13 (ZeithmI et l., 199, p. 176). 23
4.2.4. Assurne This dimensin reflets the knwledge nd urtesy f emplyees nd their bility t nvey trust nd nfidene (ZeithmI et l., 199, p. 26). This dimensin grups wht ws previusly defined in PZB's erlier stges f reserh s "Cmpetene, Curtesy, Credibility nd Seurity" (ZeithmI et l., 199, p. 25). Sttements relting t this dimensin in the SERVQUAL questinnire re sttements 14 t 17 (ZeithmI et l., 199, p. 176). 4.2.5. Empthy This dimensin represents the ring, individulized ttentin tht the bnk prvides t its ustmers (ZeithmI et l., 199, p. 26). Just like the "Assurne" dimensin, the "Empthy" dimensin ls nsists f lletin f previusly determined dimensins in PZB's wrks: Aess, Cmmunitin, nd Understnding f the Custmer (ZeithmI et l., 199, p. 25). The questins pertining t this dimensin re questins 18 t 22 (ZeithmI et l., 199, p. 176). 4.3. Cmputing the SERVQUAL Sres As explined previusly, the SERVQUAL questinnire nsists f pir f 22 sttements, ne fr the expettins nd the ther fr the pereptins f the respndents. 24
S, the SERVQUAL sre fr eh pir f sttements is mputed s fllws (ZeithmI et l., 199, p. 176): SERVQUAL Sre = Pereptin Sre - Expettin Sre But the mputtin f the SERVQUAL sre is nt limited t the individul sttements f the questinnire. We n ls mpute SERVQUAL sre fr eh f the dimensins. Fr ding this, we simply verge the sres f the sttements inluded in tht dimensin. Fr exmple the SERVQUAL sre fr the Respnsiveness dimensin is simply the verge f the sres f questins 1, 11, 12 nd 13 tht frm up this dimensin. Similrly, we n ls mpute n verll SERVQUAL sre by verging the sres f the 22 sttements in the questinnire. 4.4. Interpreting the SERVQUAL Sres The SERVQUAL sres re t be interpreted s fllws: = if the SERVQUAL sre is psitive, this indites tht the pereptins were higher thn the expettins. In ther wrds, the firm hs exeeded ustmers' expettins by prviding superir servie. = if the SERVQUAL sre equls t zer, this indites tht the pereptin extly mthes t the expettin. Put differently, the servie extly rrespnds t the ustmer's expettin. 2'i
=» if the SERVQUAL sre is negtive, this implies tht the servie uld nt meet ustmers' expettins. In ther wrds, there is rm fr servie qulity imprvement in tht se (ZeithmI et l., 1.99, pp. 29-3. 26
5. THE SERVICE PRVIDER GAPS METHDLGY 5.1. Desriptin f the Questinnire The servie prvider gps, i.e. gps 1 t 4 re mesured by mens f questinnire dministered t the persnnel f the bnk (Appendies 2 nd 3). The verll instrument nsists in ft f vriety f questinnires tht will be desribed in this setin. 5.2. Cmputtin f GAP 1 Sres The GAP 1 Questinnire (Appendix B) pertins s its nme indites, t the mesurement f GAP 1 (ZeithmI et l., 199, p. 37). GAP 1 is the differene between Custmers' expettins nd Mngement's pereptin f these expettins. Indeed, servie firm exeutives my nt lwys understnd wht ustmers wnt nd expet frm the mpny, wht fetures nnte high qulity t 27
nsumers, wht ttributes servie must hve in rder t meet nsumer needs nd wht levels f perfrmne n thse fetures re neessry t deliver high qulity servie. (ZBP, 1988, p. 37; Dle, 1994, p. 237) Thus, the GAP 1 sre indites hw suessful mngement is in grsping wht their ustmers expet. As the gp needs mprisn between ustmers' expettins nd mngement's pereptin f ustmer expettins, the GAP 1 questinnire prllels the SERVQUAL questinnire in its struture. As n be bserved in Appendix B, the GAP 1 questinnire replites the Expettins prt f the SERVQUAL questinnire. The nly differene is in the sle lbeling, where sre f 1 rrespnds t "ur ustmers wuld strngly disgree" nd sre f 7 t "ur ustmers wuld strngly gree". Beuse it replites the SERVQUAL questinnire, the GAP 1 questinnire ls tkes int unt the 5 dimensins explined erlier in the SERVQUAL methdlgy setin. Belw is listing f the five dimensins with the rrespnding questins (ZeithmI et l., 199, p. 176): DIMENSIN: Tngibles Relibility Respnsiveness Assurne Empthy RRESPNDING QUESTINS: Questins 1 t 4 Questins 5 t 9 Questins 1 t 13 Questins 14 t 17 Questins 18 t 22
The dt generted frm the GAP 1 questinnire is pressed in similr wy t the SERVQUAL Questinnire. The steps n be summrized s fllws: STEP 1; Fr eh ustmer, dd the GAP 1 sres lng dimensin nd divide the ttl by the number f questins mking up the dimensin. STEP 2: Cmpute the verge ustmer expettin sre, by verging the questins lng dimensin n the expettins setin f the SERVQUAL questinnire. STEP 3: Subtrt the ustmer sre fund in Step 2 frm the mngement sre fund in Step 1.(Zeithml et l., 199, p. 176, p. 188) An verll GAP 1 sre n ls be mputed by first verging the sres rss the five dimensins fr eh smple seprtely nd then mputing the differene between the tw smple verges. (ZeithmI et l., 199, p. 188) 5.3. Cmputtin f GAP 2 Sres GAP 2, just like GAP 1, is mngeril gp, in tht the key mpny emplyees t whm it pertins re mngers (ZeithmI et l., 199, p. 189). GAP 2 is the differene between mngement's pereptin f ustmer expettins nd the servie qulity speifitins tully set. (ZBP, 1988, p. 39)
PZB explins this s fllws: " The qulity f servie delivered by ustmerntt persnnel is ritilly influened by the stndrds ginst whih they re evluted nd mpensted. Stndrds signl t ntt persnnel wht mngement's pririties re nd whih types f perfrmne relly unt. When servie stndrds re bsent r when the stndrds in ple d nt reflet ustmers' expettins, qulity f servie s pereived by ustmers is likely t suffer." (ZeithmI et l 199, p. 41) Beuse f vriety f ftrs like resure nstrints, shrt-term prfit rienttin, mrket nditins, mngement indifferene, even if ustmer needs re knwn, they my nt be trnslted int pprprite servie speifitins. (ZBP, 1988, p. 39 nd Dle, 1994, p. 237). GAP 2 is mesured thrugh 5 questins repliting the SERVQUAL dimensins (Appendix C). As suh, eh nswer indites the sre fr the rrespnding dimensin. Higher numbers n the nswering sle imply smller gps. By verging the respnses given by the respndents, it is pssible t mpute generl sre fr eh dimensin. Then, the verge f the sres fr the five dimensins result in n verll sre fr GAP 2. (ZeithmI et l., 199, p. 189) Clsing GAP 2 by setting perfrmne stndrds tht reflet ustmers' expettins shuld ls hve fvrble impt n nsumers' servie qulity pereptins, r, GAP 5 (ZeithmI et l., 199, p. 42). 3
5.4. Cmputtin f GAP 3 Sres In ntrst with GAPS 1 nd 2, GAP 3 pertins mre t first-line servie emplyees beuse they re the nes whse servie-delivery perfrmne my fll shrt f servie speifitins (ZeithmI et l., 199, p. 189). GAP 3 is the disrepny between the speifitins fr the servie nd the tul delivery f the servie. As suh, GAP 3 is the extent t whih servie prviders d nt perfrm t the level expeted by mngement. The servie perfrmne gp urs when emplyees re unble nd/r unwilling t perfrm the servie t the desired level. (ZeithmI et l., 1988, p. 41) The mputtin f GAP 3 sres is the sme s tht fr GAP 2 sres. The GAP 3 questinnire (Appendix C) ls nsists f five sttements nd the sre is mputed s fllws: 1- eh respnse indites the respndents evlutin f GAP 3 in terms f the dimensin being sked 2- the verge f ll the respnses given t sttement indites the sre fr tht sttement 3- the verge f the sres given t the five sttements by ll the respndents results in n verll sre fr GAP 3. 31
5.5. Cmputtin f GAP 4 Sres As is the se fr GAP 3, GAP 4 ls pertins t first-line servie emplyees beuse they re the nes whse servie-delivery perfrmne my fll shrt f prmises mde t the ustmers thrugh externl mmunitins (ZeithmI et l 199, p. 189). GAP 4 is the disrepny between the tul servie nd the prmised servie thrugh externl mmunitin Indeed, "prmises mde by servie mpny thrugh its medi dvertising, sles fre, nd ther mmunitins rise expettins whih serve s the stndrd ginst whih ustmers ssess servie qulity. Therefre, GAP 4 hs n dverse effet n ustmers' pereptins f servie qulity, r GAP 5. (ZeithmI et l., 199, p. 43-4). 5.6. Mesuring Anteedents f Gps 1 Thrugh 4 The questinnires ntined in Appendies 4 nd 5 pertin t ptentil nteedents f GAPS 1 t 4. The speifi nteedents leding t eh f the fur gps nd the rrespnding sttements re s fllws (ZeithmI et l., 199, p. 19: 32
Anteedents f GAP 1 Crrespnding Sttements - Mrketing reserh rienttin - Upwrd mmunitin - Levels f Mngement Sttements 1 t 4 Sttements 5 t 8 Sttement 9 Anteedents f GAP 2 Crrespnding Sttements - Mngement's mmitment t servie qulity Sttements 1 t 13 - Gl setting Sttements 14 nd 15 - Tsk stndrdiztin Sttements 16 nd 17 - Pereptin f fesibility Sttements 18 t 2 Anteedents f GAP 3 Crrespnding Sttements - Temwrk - Emplyee-jb fit - Tehnlgy-jb fit - Pereived ntrl - Supervisry ntrl systems - Rle nflit - Rle mbiguity Sttements 1 t 5 Sttements 6 nd 7 Sttement 8 Sttements 9 t 12 Sttements 13 t 15 Sttements 16 t 19 Sttements 2 t 24 Anteedents f GAP 4 Crrespnding Sttements Hrizntl mmunitin Prpensity t verprmise Sttements 25 t 28 Sttements 29 nd 3 33
5.7. Cmputing the Sres fr the Anteedents f Gps 1 Thrugh 4 The verge sres fr eh nteedent n be mputed in 3 steps: 1- Fr negtively wrded sttements, reverse the rting given by the respndents: i.e. tke 1 fr sre 7, 3 fr sre 5 et... 2- Fr eh respndent, dd the sres n the sttements mprising the nteedents nd divide the ttl by the number f sttements. 3- Add the sres btined in step 2 rss ll respndents nd divide the ttl by the number f respndents. 34
6. ANALYSIS F THE QUESTINNAIRES 6.1. The Administrtin f the Questinnires The setr where t pply the Servie Qulity study hs been seleted s the bnking setr. Indeed, bnks, with n inresed emphsis n ustmer needs nd desires wuld nstitute the idel setting t dminister the questinnires. Mre speifilly. Grnti Bnk hs been seleted, beuse f its devtin t Servie Qulity issues nd its ISQ 91 ertifite. Being nsius but the imprtne f Servie Qulity mtter ment we wuld spek the sme lnguge nd the hnes t get n pprvl fr dministering the questinnires wuld be higher. An exmintin f the Servie Qulity wrks undertken t Bilkent University indited tht ll the studies hd been implemented t single ltin until nw. As suh, tgether with Assite Prfessr M. Mern, the supervisr f this thesis, we wnted t lk t the questin frm different perspetive, nd this led us t the ide f dministering the questinnire t tw different brnhes, nd mpring the results. S, the Mltepe nd Gzismnpş (referred t s GQP frm nw n) brnhes hve been seleted s the settings where the questinnire wuld be 35
implemented. The bnk's pprvl hs been tken, nd the questinnires were dministered n fe-t-fe bsis t the ustmers. In eh f the brnhes, the ustmer smple nsisted f 25 peple bth mle nd femle nd f ll ges, lthugh usully nt yunger thn 2 yers nd nt lder thn 6 yers. Cnerning the bnk persnnel, the questinnires were left t the emplyees, nd lleted in week's time, s s nt t disturb their wrk. The Mltepe Brnh smple nsisted f 1 peple, while the GP Brnh persnnel were 8 peple. The prtil pplitin reveled mny diffiulties in the implementtin f the SERVQUAL methdlgy, whih will be relted in the fllwing setin. 6.2. Prtil Applibility f the Questinnires The prtil implementtin f the SERVQUAL methdlgy reveled t be diffiult bth with respet t the bnk lients, nd with respet t the brnh persnnel. As desribed erlier, the SERVQUAL questinnire nsists f tw sets f 22 sttements. The mjr relutne frm the ustmers me frm the ft tht lmst nbdy ws willing t devte time t nswer tw pks f questins, nd therefre eh ustmer hd t be nvined seprtely. The length f the survey led sme respndents t indite wrng nswers fr the ske f being quikly dne with the questins. As suh, 17 questinnires ut f 5 fr Mltepe Brnh hve been rejeted, beuse the nswers were ll the sme. 36
Anther diffiulty me frm the ft tht first nswering the expettins prt, the respndents were usully nnyed t rte the highest sres. As result, frequent mment ws tht they were lsing their time nswering questins where mmn sense lredy indited tht the respnse ws the highest sre. Mst f the time, this unfrtunte intrdutin t the survey led the respndents t rte the send prt (pereptins) in n utmti mnner t, nd mny suh questinnires hve been rejeted beuse f vlidity prblems. Drwbk 2: The expettins prt seem t be bvius nd ffets the vlidity f the send prt f the questinnire Anther prblem experiened when pressing the questinnires ws tht the negtively wrded items nfused mny f the respndents nd illgil respnses were fund with respet t the rest f the nswers. This led smll perentge t be rejeted. 37
implemented. The bnk's pprvl hs been tken, nd the questinnires were dministered n fe-t-fe bsis t the ustmers. In eh f the brnhes, the ustmer smple nsisted f 25 peple bth mle nd femle nd f ll ges, lthugh usully nt yunger thn 2 yers nd nt lder thn 6 yers. Cnerning the bnk persnnel, the questinnires were left t the emplyees, nd lleted in week's time, s s nt t disturb their wrk. The Mltepe Brnh smple nsisted f 1 peple, while the GP Brnh persnnel were 8 peple. The prtil pplitin reveled mny diffiulties in the implementtin f the SERVQUAL methdlgy, whih will be relted in the fllwing setin. 6.2. Prtil Applibility f the Questinnires The prtil implementtin f the SERVQUAL methdlgy reveled t be diffiult bth with respet t the bnk lients, nd with respet t the brnh persnnel. As desribed erlier, the SERVQUAL questinnire nsists f tw sets f 22 sttements. The mjr relutne frm the ustmers me frm the ft tht lmst nbdy ws willing t devte time t nswer tw pks f questins, nd therefre eh ustmer hd t be nvined seprtely. The length f the survey led sme respndents t indite wrng nswers fr the ske f being quikly dne with the questins. As suh, 17 questinnires ut f 5 fr Mltepe Brnh hve been rejeted, beuse the nswers were ll the sme. 36
Sme f the questins hve ls been fund illgil, like questin 19 "Grnti Bnk hs perting hurs nvenient t ll its ustmers" where mny respndents indited tht it ws impssible tht ny bnk hd hurs nvenient t ll its ustmers; nd questin 21 "Grnti Bnk hs yur best interests t hert' where it ws sid tht the questin ws illgil, sine ll firms' best interests t hert wuld be theirs, befre nybdy else's. Cnerning the Servie Prvider questinnires, (fr Gps 1 t 4), the length gin st muh time nd effrt t llet the surveys bk. Sme respndents indited they filled the questins in different instnes, s they did nt hve enugh time t fill the survey t ne. Hwever, nne f the persnnel questinnires hve been rejeted, beuse ll questins were epted s being prperly filled. Drwbk 5: 72 questins t be nswered by the persnnel ffets the vlidity f the nswers 38
6.3. Results f the SERVQUAL Questinnire (GAP 5) 6.3.1. Results t Mltepe Brnh: Tngibles Befre nlyzing the results (Appendix F), it wuld be helpful t hve in mind tht t the time the survey ws mde, the Mltepe brnh perted in its ld dertin nd ws nt yet rederted. In effet, this infrmtin is well refleted in the verll sre f -1.2, nd ll the sres fr the questins in the Tngibles dimensin re negtive. This shws tht the urrent physil pperne f the brnh is wrse thn expeted by the ustmers. In dditin, when dministering the questinnire, sme f the ustmers hve indited verblly tht they fund the interir f the brnh rther ld fshined, nd tht they spired t wrk with ne f "thse mdernlking, newly derted bnks brnhes". Hwever, the smllest sre f -.24 (lsest t zer where pereptins nd expettins mth) hs been relized t sttement 3 "Grnti Bnk's emplyees re net-ppering', whih shws tht despite the physil pperne f the brnh, there is n prblem with the emplyees' physil pperne. These results lerly indite tht lthugh the urrent setting is still eptble, ustmers wuld be mre stisfied with rederted interir. 39
6.3.2. Results t GP Brnh: Tngibles In ntrst with Mltepe Brnh, the GP brnh hs reently mved t its urrent ltin nd benefits frm newly derted setting. The ft is ls nfirmed by the respndents' retin, sine the verll sre f -.28 fr the tngibles dimensin t GP brnh (Appendix G) is very lse t zer. This shws tht lthugh inluding grup f unstisfied ustmers, mst f the smple hs pereptins lse t the expeted level. Agin, the best sre tkes ple t questin 3, whih indites tht ne mre, the peple mpnent is best-lking in the eye f the ustmers. Still, the (reltively) wrst sres tke ple nerning the physil pperne f the equipment (questin 1) nd the ltin (questin 2), nd sme f the respndents indited tht they fund the interir "t mdem", r "s mdem nd net tht it lmst gives sense f being rtifiil, unfriend!/. Attentin shuld be pid t these remrks, s ne f Grnti Bnk's rguments is deditin t nture nd envirnmentl issues. 6.3.3. Results t Mltepe Brnh: Relibility The verll sre rted t Mltepe Brnh nerning the relibility dimensin (Appendix F) is -.49, nd lse t zer. This result shws tht the brnh hieves lmst the expeted level f dependble nd urte servie. 4
The wrst sre hs been rted t questin 5 " When Grnti Bnk prmises t d smething by ertin time, it des s" with -1.12, whih shws tht the gretest prblems re experiened with the timing f the servie. It is pssible t suppse tht servie speed t ertin busy perids f the dy might negtively influene ustmers. 6.3.4. Results t GP Brnh: Relibility The verll sre t GP Brnh fr the relibility dimensin (Appendix G) is lmst equl t zer: -.4, inditing tht n dependbility nd ury, the brnh relizes the level expeted by its ustmers. The sres fr questins 6 ( When yu hve prblem, Grnti Bnk shws sinere interest in slving if) nd 8 {"Grnti Bnk prvides its servies t the time it prmises t d s") re psitive with the vlues f.28 nd.24. This shws tht in prblem-slving nd timing issues, the brnh utperfrms its ustmers' expettins. The wrst sre is btined t questin 7 {"Grnti Bnk perfrms the servie right the first time") with -.32, whih might indite the need t further trin the persnnel fr "zer-defet" servie perfrmne. 6.3.5. Results t Mltepe Brnh: Respnsiveness The verll sre fr this dimensin t Mltepe Brnh (Appendix F) is lse t zer: -.51, inditing few imperfetins experiened. 41
Cnsidering tht the questins minly del with the timeliness f the servie nd the willingness f the emplyees t help the ustmers, it is pssible t ssume tht ustmers re generlly stisfied with respet t these issues. A lser lk t the individul sres t questin 12 { Emplyees t Grnti Bnk re lwys willing t help yu") llws us t depit 17 zers ut f 25 sres, whih shws tht gret mjrity is fully stisfied by the stff's effrts t help them. 6.3.6. Results t GP Brnh: Respnsiveness The verll sre fr the Respnsiveness dimensin t GP brnh (Appendix G) is bve zer, lthugh very lse t zer:.34. This lerly shws tht the brnh hs sueeded in perfrming level f servie bve the expettins f ustmers. The best perfrmne hs been ptured t questin 1 { Emplyees in Grnti Bnk tell yu extly when servies will be perfrmed'), with sre f.6. This nfirms the psitive sre given t questin 8 { Grnti Bnk prvides its servies t the time it prmises t d s") in the relibility dimensin nd gives psitive feedbk nerning the brnh's timeliness f the servie. 6.3.7. Results t Mltepe Brnh: Assurne Mltepe brnh rted negtive sre nerning the ssurne dimensin (Appendix F). This sre f -.42 indites tht sme ustmers still remin 42
unstisfied with respet t suh questins s urtesy, knwledge nd nfidene instilled by the stff nd the sfety trnsmitted by the bnk. In prtiulr, questin 17 {''Emplyees in Grnti Bnk hve the knwledge t nswer yur questins") rted the wrst sre f -.64, whih might shw the need fr further trining the brnh persnnel t nswer ustmer questins r shw mre nfidene in their wrk (insted f sking things t ther peple, fr instne.). 6.3.8. Results t GP Brnh: Assurne ne gin, the verll sre fr the Assurne dimensin t GP brnh (Appendix G) hs the psitive vlue f.15, nd ne mre this result indites tht the brnh hs perfrmed bve expettins. The sre fr questin 14 (" The behvir f emplyees in Grnti Bnk instills nfidene in yu") is extly zer, mening tht n the verge, the nfidene instilled by GP brnh stff extly mthes the level expeted by ustmers. n the ther hnd, the highest sre f.4 hs been hieved t questin 16 {"Emplyees in Grnti Bnk re nsistently urteus with yu"), whih reltes the stisftin f the ustmers with respet t the generl ttitude f the persnnel. It might be imprtnt t nte tht, mny respndents expressed verblly their disstisftin twrds the servie prvided t stte bnks, nd espeilly Zirt Bnk, where they sid they hd t wit fr hurs, nd hd t endure the 43