Kamu Ve Özel Banka Müşterilerinin Hizmet Kalite Algılarının Değerlendirilmesi: Bir Alan Araştırması
A Research on Evaluation of Service Quality Of Public And Private Banks According To Customer Perceptions

Summary/Abstract: The aim of this study was to research the consumers' perceptions about service quality that affected their commitment to banks. The SERVPERF scale, developed by Cronin and Taylor (1992), was used to collect the data. Cronbach Alpha value and confirmatory factor analysis were used in order to test reliability and validity of the data. Data was analyzed using descriptive statistical methods, correlation analysis, regression analysis and independent samples t test. The results were assessed at significance level of 0.05. According to results of study, there were positive correlations among the future purchase behavior, overall quality and satisfaction and dimensions of services quality. Empathy and reliability dimensions of service quality had positive effects on future purchase behavior, overall quality and satisfaction. But, tangibles, responsiveness and assurance had no effects on future purchase behavior, overall quality and satisfaction. There were differences between private banks and public banks in the dimensions of tangibles and empathy. The perception of quality of private banks was found higher than public banks in two dimensions. On the other hand, public banks were better than private banks in terms of future purchase behavior, overall quality and satisfaction. As a result, only 30.8% of effective causes relates the real perception of quality to the choice of the bank. It was recommended to perform work to increase the perception of quality in the banking sector.

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