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Abstract
This paper seeks to relate service quality to the expectations of consumers and bankers versus the perceptions of consumers in the delivery of banking services in community banks within the United States of America. A questionnaire based upon a 22-question modified version of SERVQUAL was designed to obtain information about expected versus perceived levels of service quality from consumers. A second 22-question instrument seeking bankers' perceptions of expectations was also devised. The data collected were then contrasted. The paper concludes by discussing the implications of the study's findings for community banks and in particular for corporate strategy and performance.
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Abstract
This paper seeks to relate service quality to the expectations of consumers and bankers versus the perceptions of consumers in the delivery of banking services in community banks within the United States of America. A questionnaire based upon a 22-question modified version of SERVQUAL was designed to obtain information about expected versus perceived levels of service quality from consumers. A second 22-question instrument seeking bankers' perceptions of expectations was also devised. The data collected were then contrasted. The paper concludes by discussing the implications of the study's findings for community banks and in particular for corporate strategy and performance.