Service quality dimensions and superior customer perceived value in retail banks: An empirical study

on Mexican consumers

Presenter: Laura ChenAdvisor ： Dr. Hao-Wei Yang Dr. Wan-Ching ChenInstructor: Dr. Pi-Ying Teresa HsuDate: 10/28/2013

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Citation

Vera, J., & Trujillo, A. (2013). Service quality

dimensions and superior customer perceived

value in retail banks: An empirical study on

Mexican consumers. Journal of Retailing and

Consumer Services, 20, 579-586.

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IntroductionIntroduction

Literature ReviewLiterature Review

MethodologyMethodology

Contents

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My future studyMy future study

Result & ConclusionResult & Conclusion

Introduction

Background

Service quality has gained importance in many

companies as a factor that may be useful to

increase brand loyalty.

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Purpose

This study focuses on the retail-banking sector

and on the relation between service quality,

satisfaction, loyalty and a customer’s

perceived value of their bank.

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Literature Review

Literature review

Service quality is a client judgment where he

compares his expectations with the actual

delivery in each service dimension.

(Parasuraman et al., 1985)

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Service quality could have a positive effect

on business profitability, because it may

enhance client retention, and attract new

customers.

(Zeithaml, 2000) 9

Literature review

Superior customer value is accomplished when a

seller creates more value for the customer than

the competitor does.

(Slater & Narver, 2000)

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Literature review

Customer perceived value

Customer perceived value

Value judgment

Value judgment

SERVPERF (service performance only) model may

be a more reliable service quality measure indicator

then SERVQUAL for several industries with greater

consistency.

(Brady et al., 2002)

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Literature review

SERVPERF

ONLYONLY

PERFORMANCE

Conceptual framework

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H1: In the retail banking sector, there is a direct relation between the performance of the service quality dimensions and the client satisfaction, as well as, with client loyalty.

H2: There is a direct relation between the performance of the service quality dimensions and the customer perceived value of the retail bank brand.

H3: If service quality constitutes an element to differentiate between retail bank brands than there should be differences in the perception of the performance of service quality attributes between brands.

Methodology

Data Collection

Procedure

Step 1Step 1Step 1Step 1 Step 3Step 3Step 3Step 3Step 2Step 2Step 2Step 2

A total of 250 questionnaires were applied, 41 of these were eliminated.

A total of 250 questionnaires were applied, 41 of these were eliminated.

The clients were chosen through a convenience sampling.

The clients were chosen through a convenience sampling.

The items were measured by using a 7-point Likert scale.

The items were measured by using a 7-point Likert scale.

Instrument

I would certainly recommend bank XYZ to friends and acquaintances without reservation.

BANK XYZ does things right the first time.

In general, I feel satisfied with the service bank XYZ provided.

I would pay a more elevated price for the benefits I receive from bank XYZ when compared to the ones received by other banks.

Instrument

Empathy

Assurance

Visual aspect

Instrument

Items for customer perceived value show a low weight in the factor.

Result & Discussion

ResultH1: In the retail banking sector, there is a direct relation between the performance of the service

quality dimensions and the client satisfaction, as well as, client loyalty.

ResultH2: There is a direct relation between the

performance of the service quality and the customer perceived value of the retail bank brand.

ResultH3: If service quality constitutes an element to differentiate between retail bank brands then there should be differences

in the perception of the performance of service quality attributes between brands.

Discussion

H1: In the retail banking sector, there is a direct relation between the performance of the service

quality dimensions and the client satisfaction, as well as, client loyalty.

SupportedSupported

Discussion

H2: There is a direct relation between the performance of the service quality and the customer

perceived value of the retail bank brand.

RejectedRejected

Discussion

H3: If service quality constitutes an element to differentiate between retail bank brands then there

should be differences in the perception of the performance of service quality attributes between

brands.

RejectedRejected

Conclusion

Conclusion

Service quality doesn’t constitute a

real source of superior customer

perceived value, which means it

doesn’t provide real source of brand

differentiation.

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Conclusion

. In this study customer

perceived value is measured

by only one item. Future

studies may use three or more

items to ensure validity.

My future study

VariablesService qualityCustomer satisfactionCustomer loyalty

Participants Approximately 400 customers

Target Taiwan King of Dried Pork (Yi-Chin Food Co., Ltd)

Instrument Items from Lee et al. (2009) α = 0.86

Data Analysis One - way ANOVARegression analysis (optional)