Browse > Article

The Effects of Banking Service Quality on Consumer Satisfaction andPositive Word-of- Mouth: With Special Comparisons according to Genderand Age Groups  

Jeong, Woon-Young (Department of Consumer’s Life Information, Chungnam National University)
Kim, Young-Seen (Department of Consumer’s Life Information, Chungnam National University)
Publication Information
Journal of the Korean Home Economics Association / v.47, no.1, 2009 , pp. 13-24 More about this Journal
Abstract
The purpose of this study was to examine the effects of banking service quality on consumer satisfaction and positive word-of-mouth. A total of 330 bank consumers were investigated between Sept. 11 and Oct. 11, 2006. After sorting through the data, the responses of 299 consumer ( > 24 yrs old) were used for analysis. SERVPERF, the performance component of the Service Quality scale (SERVQUAL), was used to measure the four dimensions of reliability, responsiveness/empathy, assurance, and tangibles. Responses were partitioned by age and gender. The major findings were as follows; The effect of service quality by SERVPERF on consumer satisfaction and positive word-of-mouth did not differ according to gender. However, positive recommendation in males was directy related to the technical quality evaluate. In females, higher the functional quality evaluate was directly related to higher positive word-of-mouth recommendation. The effect of service quality by SERVPERF on consumer satisfaction was not revealed differently according to age. However, with respect to respondents under the age of 45, tangibles and assurance had a positive relationship with word-of-mouth recommendation. Furthermore, the higher the functional quality evaluate, the higher the level of positive word-of-mouth. Responsiveness/empathy was the most significant factor on positive word-of-mouth recommendation in respondents over the age of 45. In this age group, the higher the technical quality evaluate, the higher the level of positive word-of-mouth recommendation. These results have implications for banking service managers, particularly in improving service quality to increase consumer satisfaction and positive word-of-mouth. Future research is needed to replicate this study using more broad and representative samples in order to test the generalization of these findings.
Keywords
SERVQUAL; SERVPERF; Technical-Functional quality; consumer satisfaction; positive word-of mouth;
Citations & Related Records
연도 인용수 순위
  • Reference
1 이철용, 윤상하(2006). 베이비붐 세대의 은퇴가 주식 및 부동산 시장에 미칠 영향. LG경제연구원 보고서, 1-47
2 임용수(1996). 서비스 질의 기대와 인식수준에 관한 연구- 은행서비스를 중심으로 -. 한국상업교육학회지, January, 463-482
3 Almossawi, M.(2001). Bank selection criteria employed by college students in Bahrain: an empirical analysis. International Journal of Banking Marketing, 19(3), 115-125   DOI   ScienceOn
4 Bitner, M. J., Booms, B. H., & Tetreault, M. S.(1990). The service encounter: diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(January), 71-84   DOI   ScienceOn
5 Easingwood, C. J., & Storey, C. D.(1993). Marketplace success factors for new financial services. Journal of services Marketing, 7(1), 41-54   DOI   ScienceOn
6 Kotler, P., & Armstrong, G.(1991). Principles of Marketing. 5th ed., Englewood Cliffs, NJ: Prentice-Hall
7 Lassar, W. M., Manolis, C., & Winsor, R. D.(2000). Service quality perspectives and satisfaction in private banking. Journal of Service Marketing, 14(3), 244-271   DOI   ScienceOn
8 Newman, K., & Cowling, A.(1996). Service quality in retail banking: the experience of two British Clearing banks. International Journal of Bank Marketing, 6, 3-11   DOI   ScienceOn
9 Parasurman, A., Berry, L. L., & Zeithaml, V. A.(1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67, 420-450
10 Sprening, R. A., & Mackoy, R. D.(1996). An empirical exzmination of a model of perceived service quality and satisfaction. Journal of Retailing, 72(2), 201-214   DOI   ScienceOn
11 Webster, C.(1989). Can consumers be segmented on the basis of their service quality expectations?. Journal of Services Marketing, 3(2), 35-53   DOI
12 이유재, 라선아(2003). 서비스 품질의 각 차원이 CS에 미치는 상대적 영향에 대한 연구-기존고객과 잠재고객의 비교를 중심으로-. 마케팅연구, 18(4), 67-97
13 Paswan, A. K., Spears, N., Hasty, R., & Ganesh, G.(2004). Search quality in the financial services industry: a contingency perspective. Journal of service Marketing, 18(5), 324-338   DOI   PUBMED   ScienceOn
14 통계청(2006). www.nso.go.kr 내의 국가통계포털
15 Gronroos, C.(1990). Service Management and Marketing: Managing in the Moments of Truth in service competition. Lexington, MA: Lexington Books
16 Yavas, U., Benkenstein M., & Stuhldreier. U.(2004). Relationships between service quality and behavioral outcomes- a study of private bank customers in Germany-. International Journal of Banking Marketing, 22(2), 144-157   DOI   ScienceOn
17 Black, N. J., Lockett, A., Ennew, C., Winklhofer, H., & Mckechnie, S.(2002). Modeling consumer choice of distribution channels: An illustration from financial service. International Journal of Banking Marketing, 20(4), 161-173   DOI   ScienceOn
18 김태명(1997). 한국의 은행서비스 품질평가척도 타당성과 소비자만족도에 관한 실증적 연구. 한국전통상학연구, 10, 325-352
19 Bennett, D., & Higgins, M.(1988). Quality means more than smiles. ABA banking Journal, June, 46
20 Caruana, A.(2002). Service loyalty: the effects of service quality and mediating role of customer satisfaction. European Journal of Marketing, 7(8), 811-28   DOI   ScienceOn
21 Parasurman, A.(2002). Definition, Assessing, and Measuring Service Quality; A Conceptual Overview. Montery, CA: university of Miami
22 Yavas, U., & Yasin, M. M.(2001). Enhancing organizational performance in banks: a systematic approach. Journal of Service Marketing, 6, 444-453   DOI   ScienceOn
23 Parasurman, A., Zeithaml, V. A., & Berry, L. L.(1985). A conceptual model of service quality and its implication for future research. Journal of Marketing, 49(fall), 41-50   DOI   ScienceOn
24 Yavas, U., Bilgin, Z., & Shemwell, D. J.(1997). Service quality in the banking sector in an emerging economy: a consumer survey. International Journal of Banking Marketing, 6, 217-223   DOI   ScienceOn
25 Blanchard, R. F., & Galloway, R. L.(1994). Quality in retail-banking. International Journal of Service Industry Management, 4, 5-23   DOI   ScienceOn
26 Bowen, J. W., & Hedges, R. B.(1993). Increasing service quality in retailing banking. Journal of Retail Banking, 15, 21-28
27 Heskett, J. L., Sasser Jr, W. E., & Schlesinger, L. A.(1997). The service profit Chain, New York: Free Press
28 Parasurman, A., Zeithaml, V. A., & Berry, L. L.(1988). SERVQUAL: a multile-item scale for measuring consumer perception of Service quality. Journal of Retailing, 64(spring), 12-40
29 Garland, R.(2002). Estimation customers' defection in personal retail banking. International Journal of Banking Marketing, 20(7), 317-324   DOI   ScienceOn
30 Wong, S. M., & Ferry, C.(1991). Customer service strategies in financial retailing. The International Journal of Bank Marketing, 9(3), 11-16   DOI
31 Driver, C., & Johnston, R.(2001). Understanding service customers: the value of hard and soft attributes. Journal of service Research, 4(november), 130-139   DOI
32 Stafford, M. R.(1996). Demographic Discriminators of service quality in the banking industry. The Journal of Services Marketing, 10(4), 6-22   DOI   ScienceOn
33 Thompson, A. M., & Kaminski, P.(1993). Psychographic and lifestyle antecedents of service quality expectations: a segmentation approach. Journal of Services Marketing, 7(4), 53-61   DOI   ScienceOn
34 Colgate, M., & Hedge, R.(2001). An investigation into the switching process in retail banking services. International Journal of Bank Marketing, 19(5), 201-212   DOI   ScienceOn
35 이유재, 김주영, 김재일(1996). 서비스 산업의 현황에 대한 실증연구. 소비자학연구, 7(2), 129-157
36 Levesque, T., & McDougall, G.(1996). Determinants of Customer satisfaction in retail banking. International Journal of bank Marketing, 14(7), 12-20   DOI   ScienceOn
37 Cronin Jr, J. J., & Taylor, S. A.(1992). Measuring service quality: reexamination and extension. Journal of Marketing, 56(July), 55-68   DOI   ScienceOn
38 Zeithaml, V. A., Parasurman, A., & Berry, L. L.(1985). Problems and strategies in services marketing. Journal of Marketing, 49(2), 33-46   DOI   ScienceOn
39 McDonald, W. J.(1993). The role of demographics, purchase histories, and shopper decision-making styles in prediction consumer catalogues loyalty. Journal of Direct Marketing, 7(3), 55-65   DOI   ScienceOn
40 Angur, M. G., Nataraajan, R., & Jahera, J. S.(1999). Sevice quality in the banking industry: an assessment in a developing economy. International Journal of Marketing, 3, 116-123   DOI   ScienceOn
41 Burton, D.(1995). Women and financial services: some direction for future research. International Journal of Bank Marketing, 13(8), 21-28   DOI   ScienceOn
42 Graham, J. F., Stendardi, E. J. Jr, Myers, J. K., & Graham, M. J.(2002). Gender differences in investment strategies: an information processing perspective. International Journal of Banking Marketing, 20(1), 17-26   DOI   ScienceOn
43 Woodside, A. G., Frey, L. L., & Daly, R. T.(1989). Linking service quality, customer satisfaction, and behavioral intention. Journal of Health Care Marketing, 9, 5-17   PUBMED