Managing Service Quality in Commercial Banks: A Gender Focus

By Vanniarajan, T.; Manimaran, S. | Asia-Pacific Business Review, April-June 2008 | Go to article overview

Managing Service Quality in Commercial Banks: A Gender Focus


Vanniarajan, T., Manimaran, S., Asia-Pacific Business Review


Introduction

The Indian banking system was heavily dominated by nationalized commercial banks until the globalization. The financial regulation and credit controls imposed by the Government created a system in which competition was very less. A more competitive banking environment has gradually been achieved through the deregulation measures and permission granted to many private and foreign banks into the Indian banking industry. These changes have also caused a compression of profits and a re-orientation of banking strategy towards quality service provision. (Noulas and Glaveli, 2002). The introduction of new private sector banks and foreign banks has decreased margins and revenues to banks. All commercial banks in the market try to sell mere products (Cross-selling), adopt new dynamic marketing strategies, to develop new innovative products and to place greater emphasis on both the tangible and intangible aspects of their service (Petridon and Glaveli, 2003). As a result of this heightened competition, bank service quality has become an increasingly important factor in determining market shares and profitability in the banking sector (Anderson et al., 1994; Spathis et al., 2002). Perceived service quality results from a comparison of consumer's expectation with their perceptions of the service actually delivered by the supplier (Kangis and Voukelatos, 1997). Groonross defined service quality as a mixture of three elements the quality of the consumption process itself; the quality of the outcomes of the process; and image of the provider of the service.

In the increased competitive banking industry, the Indian commercial banks cannot be too far removed from their customer focus. To achieve the customers satisfaction and retention, it is critical to determine which dimensions of service quality (Reliability, Responsiveness, Assurance, Empathy, Tangibles, Price, Access, Effectiveness) are more important to different customers. The customers are classified on the basis of their profiles. These customer segments require different types of marketing strategies in the banking industry. The customers are classified on the basis of their gender, occupation, benefit seeking, location and other (Gordon et al., 1994; Hood and Walters, 1982; Anderson et al., 1976). Gender is the critical segmentation variable due to the number of reasons. There has been a dramatic increase in women investors in recent years (Philips et al., 1992). Significant difference among male and female consumption pattern was identified in financial goods and services (Burton, 1992). Variables leading to investment among the women have also been changing considerable in recent years (Kover, 1999).

Over the past several years, there have been a variety of studies on different issues pertaining to service quality. Traditionally, service quality has been defined as the difference between customer expectations of service to be received and perceptions of the service actually received (Groonroos, 1984; Parasuraman et al., 1988, 1991). Various models have been developed measuring service quality (Stafford, 1996; Bahia and Nantel, 2000). The SERVQUAL model of Parasuraman et al. (1988) proposed a five dimensional construct of perceived service quality-tangibles; reliability, responsiveness, assurance and empathy-with items reflecting both expectation and perceived performance. The application of SERVQUAL scale has been questioned (Bresinger and Lambert, 1990; Finn and Lamb, 1991; Babakus and Boller, 1992; Dabholkar et al., 2000) in terms of both reliability and validity. Cronin and Taylor (1992) profounded the SERVQUAL model to measure the service quality. In this model, the service quality is measured by the performance only measurement.

Bahia and Nantel (2000) developed a specific new scale for perceived service quality in retail banking. The bank service quality model (BSQ) was an extension of the original ten dimensions of the model of Parasuraman et al. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Managing Service Quality in Commercial Banks: A Gender Focus
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.