Developing an Instrument to Measure Customer Service Quality in Branch Banking

A 17‐item scale emerges following the study to develop an instrument for measuring customer service quality at trading bank branches, with a focus on retail banking. The conceptual framework addresses the psychometric shortcomings of the existing work in service quality research. A robust research design takes the study through multiple stages of development where the construct is pretested and piloted; in the main survey stage, data collection methods are triangulated, returning 791 completed questionnaires. Analysis of instrument reliability, dimensionality and validity present gratifying results; for example, scale alpha is recorded at 0.9249. The instrument can be applied as part of branch performance measurement, as well as help diagnose problems in delivery of service, and segment the bank′s customer base for healthier decision making in marketing.

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