THE SERVQUAL SCALE TO EVALUATE THE QUALITY OF A BANKING INSTITUTION IN LONDRINA PR BRAZIL
Keywords:
perceived quality, SERVQUAL, banking services.
Abstract
Current research evaluates the service quality of a banking institution in Londrina PR Brazil, by the SERVQUAL scale. A descriptive survey based on a quantitative approach was undertaken through a survey with 190 clients of a private banking institution. Data analysis comprised the calculation of means and standard deviation of each variable and the application of averages test and analysis by conglomerates. Analysis of averages showed that perception is less than expectation in all variables. Cluster analysis showed that the samples might be divided into three groups: satisfied, highly demanding and indifferent clients. Expectations and perception are high in satisfied clients and demonstrate that the banking institution fulfill the clients’ needs. Perceptions are lower than expectations in highly demanding clients and demonstrate that the banking institution fails in its services. Although there was no statistically significant difference between their expectations and perceptions and, consequently a satisfactory quality, among indifferent clients, their averages were low and showed that the clients did not expect very much from the banking institution. In other words, they were attended to what they expected.
Published
2012-04-10
Section
Artigos Originais
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