Commercial Banking Services Quality Measurement Methods

Service quality as a new concept first appeared in the 1980s, and many foreign scholars have devoted much to the measurement study of it. However, there is still no consensus on the proper method to measure service quality. In addition, there are few researches in this aspect in China, so there is a great need in developing a proper method of service quality measurement with Chinese characteristics. This study strives for this objective.In order to overcome such shortcomings as big variance in explanation power and unstable factor structure of existent two major service quality measurement methods, this paper, for the first time, puts forward the "direct perception minus expectation" service quality measurement method.This paper uses the "direct perception minus expectation" service quality measurement method, successfully develops a commercial banks' service quality measurement multi-dimensional scale based on college students sample. Statistics analysis finds that this scale has good reliability and validity. Therefore, this paper concludes that this new service quality measurement method is valid in commercial banks' college students sample. Therefore, this paper suggests testing this service quality measurement method' s reliability in more general customers sample.Besides, this paper determines the weights of all the dimensions and items in the scale relative to commercial banks' service quality. This study also develops the relative importance梥ervice quality matrix analysis method for each item in the scale and service quality perceptual map analysis method for commercial banks. These two methods can provide scientific evidence for commercial banks to work out service-marketing strategies.