CLIENT EXPECTATIONS AND PREFERENCES FOR SERVICE QUALITY DIMENSIONS IN BANK SERVICES IN REPUBLIC OF NORTH MACEDONIA
CLIENT EXPECTATIONS AND PREFERENCES FOR SERVICE QUALITY DIMENSIONS IN BANK SERVICES IN REPUBLIC OF NORTH MACEDONIA

Summary/Abstract: This paper includes an in-depth analysis of the banking service quality with detailed tracking of the elements of customer expectations from banking services in the Republic of North Macedonia. The aim of this paper is to identify the level of client expectations for bank services, determining the essential dimensions that would cause satisfactory banking services. In total 330 bank customers were surveyed for this research, while a modified questionnaire for banking attributes was used. Customer expectations are measured using the SERVQUAL model, where 22 items as part of 5 dimensions are considered the research variables. Through analyzing the data, it was confirmed that the expectations for the Banking service quality in the Republic of North Macedonia are very high, with an average value of 6.53 measured with a seven-point Likert scale. According to the results obtained from the research based on the priorities of the clients for the 5 quality dimensions, Reliability was chosen as the most important dimension of the banking services. From the results of the examined relationship between Reliability as a dimension (dependent variable) and the five characteristics of banks services (independent variables)the following was found: The strongest impact on Reliability as a dimension are the ability of the bank to perform the promised services safely and accurately, then the knowledge and courtesy of bank employees and the ability to provide trust, the appearance of the bank's physical facilities, equipment, employees and communication materials, the care, individual attention that the bank offers to its customers, while the weakest variable is the impact of the bank's readiness to help customers and provide them with fast service.

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