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论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2015-04-29编辑:felicia点击率:32812
论文字数:论文编号:org201504232104352162语种:英语 English地区:英国价格:免费论文
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摘要:当今时代的不断发展对银行业提出了更高的发展要求,本文通过对银行业进行分析,探索银行业发展中service quality的重要性和价值。
Some researchers like Rust and Zahorik (1993) proposed that “service quality as an issue is seriously overrated; service certainly is not as important as mythic proportions it has taken on in the industry trade publications and conferences”. On the other hand Jensen and Markland (1996) argued that as a critical measure of organisational performance, service quality remains at the forefront of both the Marketing literature generally, and the services marketing literature specifically. Duncan and Elliot (2002) also mentioned that nowadays financial institutions focus on the customer service quality. Wilson et al. (2008) proposed that in todays market-place there is huge comptetition in the services industry, and it has put an intense pressure on the banks to improve the service quality. Berry et al (1998) proposed that due to competition between the banking sector and increasing requirements of the customers, the banks need to take different steps to gain and sustain economical advantages. It is critical for every bank to improve their service quality, satisfy the needs of their customers, retain the existing customers, and provide better services than their competitors.
Measurement of Service Quality:
Parasuraman, Berry, and Zeithaml (1985) discussed that the “customer satisfaction, service quality, and customer expectations represented one of the first attempts to operationalize satisfaction. They proposed that the ratio of the perceived performance to customer expectations was key to maintaining satisfied customers”. Few years later Parasuraman et al. (1988) published a second related discussion that addressed more specifically on the psychometric aspects of service quality. They proposed a multi-term SERVQUAL scale which is regarded as the first attempt to operationalize the customer satisfaction construct. Fitzsimmons and Fitzsimmons (2006) proposed that SERVQUAL is a survey instrument that measures service quality. It is based on implementing the service quality gap. Fitzsimmons and Fitzsimmons (2006) mentioned that measuring the gap between the expected service and perceived service is a routine customer feedback process and it is being used in the leading service companies. Parasuraman本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。