|Employee and customer perceptions of service quality – match or mismatch? A study of Chinese retail banking
|Cui, C., Lewis, B. and X. Dong
China's rapid economic growth and joining of the World Trade Organisation have resulted in opportunities for market expansion and increasing competition for both domestic and foreign banks. Although there is an increasing number of studies on determinants of service quality, it is not known what factors may influence bank service quality in China due to the paucity of research in this area. This study explored the determinants of the service quality of banking services in China from the bank employees' and customers' perspectives. Content analysis of interview data and statistical analysis of the responses to a questionnaire revealed that 1) sixteen factors were perceived as determinants of service quality but differences in the perceived importance of these factors existed between the bank employees and customers; 2) on comparing these determinants with Johnston's (1997) eighteen determinants, some differences were found between Chinese and UK bank customers; 3) some service quality determinants tend to be satisfiers, some dissatisfiers, and others dual factors. These findings suggest that service quality determinants are context-specific and may be influenced by cultural and economic circumstances.
|Journal of Asia Pacific Marketing
|3 (1), pp. 24-42
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