TESTING SERVQUAL DIMENSIONS ON THE COMMERCIAL BANK SECTOR OF…在商业银行部门测试服务尺寸.pdfVIP

TESTING SERVQUAL DIMENSIONS ON THE COMMERCIAL BANK SECTOR OF NORTHERN CYPRUS Okan Veli ŞAFAKLI Professional article* Near East University, Department UDC 336.71(564.3) of Banking and Finance, Nicosia JEL G21, M31 Abstract Although the philosophy of the servqual model developed by Parasuraman, Zeithaml and Berry is universally accepted and applied for measuring service quality in different sectors including banking, the sustainability of Servqual dimensions started to be ques- tioned. Research has shown that cultural differences across countries may have the poten- tial of generating different quality dimensions pertinent to the country and culture where the service is offered. In this respect, this study is conducted to examine the sustainabil- ity of Servqual dimensions towards the service quality of commercial banks in Northern Cyprus. As expected, factor analysis as the principal method of the research has neces- sitated the revision of servqual dimensions so as to reflect unique customer preferences in Northern Cyprus. Keywords: Northern Cyprus, Servqual Dimensions, Commercial Bank Introduction Service quality has become an increasingly important factor for success and surviv- al in the banking sector. This means that the provision of high quality service facilitates the achievement of the main targets relating to customer satisfaction and loyalty, market share, gaining new customers, productivity, financial performance and profitability (Cui et al., 2003:191). In this regard, servqual, developed by Parasuraman, Zeithaml and Ber- ry (1988; 1991), is the most widely reported model for measuring customers’ perceptions * Received: May 21, 2007 Accepted : July 16, 2007