| Summary: | 碩士 === 亞洲大學 === 國際企業學系 === 102 === The goal of this study is to identify the effect of perceived service quality and word-of-mouth recommendation on customer satisfaction in the retail banking sector of Mongolia. The study also aimed to find out the most important attributes of service quality in retail banks, which can be used to evaluate the characteristics of banking service quality as perceived by customers. A sample of 190 retail banking customers was drawn in Mongolia. The questionnaire developed for this study was based on a SERVPERF model that identified the influence of five dimensions (i.e. tangibility, reliability, responsibility, assurance and empathy) in banking service environments on customer satisfaction. The results indicate that three of all five perceived service quality dimensions have a positive influence on customer satisfaction. Tangibility, responsiveness, assurance were more significant in contributing to customer satisfaction. This study suggests that SERVPERF is a suitable instrument for measuring perceived service quality in the retail banking sector of Mongolia. Hence, practitioners in retail banking industry can consider this instrument as a tool to assess and help improve their service quality.
|
|---|
