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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
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Introduction
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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
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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
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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
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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
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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.
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Methodology
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Data Collection
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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.
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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.
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Instrument
Empathy
Assurance
Visual aspect
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Instrument
Items for customer perceived value show a low weight in the factor.
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Result & Discussion
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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.
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ResultH2: There is a direct relation between the
performance of the service quality and the customer perceived value of the retail bank brand.
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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.
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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
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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
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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
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Conclusion
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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.
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My future study
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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)
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