Service quality in banks: insights from the brazilian experience

Abstract

Quality in servicing customers is important for the industry. Nonetheless, problems in defining such constructs as service quality and customer satisfaction, along with difficulties in putting into operation current instruments to measure them, constitute constraints for practice and research. This paper presents a framework aimed at addressing the quality of banking services, framework which is based on customer perceptions surveyed by a consultant firm with 11,936 customers of a Brazilian bank. From the survey and the theoretical developments, five constructs driving the quality of banking services and customer satisfaction emerged: (1) relationship with the customer, (2) business and financial transactions, (3) information technology, (4) branch, and (5) image.