The SERVQAL dimensions unique to commercial banks: Case of Northern Cyprus

• Main Author: Safakli Veli Okan
• Format: Article
• Language: English
• Published: Srpsko udruženje za marketing 2007-01-01
• Series: Marketing (Beograd. 1991)
• Subjects: service quality; cultural factor; SERVQUAL dimensions; commercial bank; Northern Cyprus
• Online Access: http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2007/0354-34710704139S.pdf

Although the philosophy of the SERVQUAL model developed by Parasuraman, Zeithaml and Berry is universally accepted and applied for measuring service quality in different sectors including banking, the sustainability of SERVQUAL dimensions started to be questioned. Research has shown that cultural differences across countries may have the potential of generating different quality dimensions pertinent to the country and culture where the service is offered. In this respect, this study is conducted to examine the sustainability of SERVQUAL dimensions towards the service quality of commercial banks in Northern Cyprus. As expected, factor analysis as the forthcoming method of the research has necessitated the revision of SERVQUAL dimensions different from the original ones so as to reflect the unique cultural characteristics of Northern Cyprus.