The Service Quality Model Of Chinese Banks Based On The SERVQUAL Model

Banking is service industry which provides financing and payment information such as financial services and risk management information. Competition among banks is, in fact, the competitive level of service. Service quality and the level of efficiency is important indicator of ability of bank. Nowadays, improving banks' service quality has become a concern. Banks' service quality is key for banks to win customers and gain sustainable competitive advantages. So, more and more scholars focus on these problems, such as how to measure banks' service quality, the elements of the service quality.SERVQUAL (quality of service) model is a generally accepted method of measuring service quality. It was used by the United States' leading banks and studied by many management experts. This model has laid the theoretical and empirical basis for the evaluation of the service quality. It is necessary to do deeper study and identify whether SERVQUAL model is suited to Chinese bank .Furthermore, it is necessary for Chinese bank to have its own measuring model.Based on the SERVQUAL scale, this paper established a service quality measurement model to measure the service quality of Chinese banks. On the basis of lots of literature, this paper modified the SERVQUAL model and established a model to measure Chinese banks' service quality. This paper developed a questionnaire and attained the original data. Through factor analysis and pairs sample test reliability test and validity test, this paper finally established BSQ model. This model contains five dimensions to measure the service quality. Then, through the mean analysis, the paper verifies the relative importance of the five dimensions. This paper consists of five parts.First parts is the introduction part .This part discusses the the purposes of the study .This paper aims to establish an service quality measurement model .In addition, this paper also want to identify the relative importance of the five dimensions and the extent of difference between the expected service quality and perceived quality. All these results of analysis can make constructive suggestions for banking managers. Finally, as a result of Chinese commercial banks have specific circumstances, this paper has certain limits.The second part is literature review. First, the author reviews the content and concept of the service quality and makes a brief theory review of the service qulity concept proposed by the Nordic school and the North America school. Then, make the review of the Literature about the service quality measure levels. The third part describes the application of the SERVQUAL model in the evaluation of service quality.The five dimensions of the SERVQUAL model is tangibles,reliability,assurance,empathy. In the end, the paper discusses the service quality measurement status of commercial banks. The author proposes the necessity of establishing service quality measurement model.The third part mainly expounds the research design and methods choice .Based on the SERVQUAL model, the paper developed the questionnaire and makes a survey in Changchun city. The design of the questionnaire is based on the five dimensions and contains two corresponding parts. One part is used to measure customer expectations; the other part is used to measure customer perception. The questionnaire uses likert scales and contains 21 items.The forth chapter is about the data analysis. The paper does the descriptive analysis,reliability test and validity test to ensure the reliability and stability . Meanwhile, as the customer "expectations" and "perception" with matching ties, the paper does the pairs sample test. At last, the author attained the extent of the difference between the perception and expectation and the relative importance of the five dimensions.The fifth chapter is about the application of this model. The author makes a summary of the application of this model and makes some constructive suggestions.