Evaluating service quality and customer satisfaction evaluation in an emerging markets

Greenland, Steve, Coshall, John and Combe, Ian (2006). Evaluating service quality and customer satisfaction evaluation in an emerging markets. International Journal of Consumer Studies, 30 (6), pp. 582-590.

Abstract

Developing economies offer tremendous potential for future growth and organizations appreciating these consumers’ requirements stand to reap considerable returns. However, compared with more developed economies published consumer studies are few. In particular, there is a dearth of service quality research and hardly any from Africa. Furthermore, the little available research tends to apply Western methodologies, which may not be entirely appropriate. This research investigates East African consumer perceptions of retail banking using an approach that takes account of the research context. Qualitative research was undertaken to define the relevant service attributes. Performance along these was then investigated through a survey with over 2000 respondents. Principal component analysis identifies 13 core service dimensions and multinomial logistic regression reveals which are the key drivers of customer satisfaction. Comparison of the results with studies from other regions confirms that established standardized research instruments are likely to miss or under-represent service attributes important in developing countries.

Publication DOI: https://doi.org/10.1111/j.1470-6431.2005.00484.x
Divisions: Aston Business School > Marketing & strategy
Aston Business School > Marketing & strategy research group
Uncontrolled Keywords: developing countries,service quality,consumer satisfaction,banking
Full Text Link: http://www3.int ... 576788/abstract
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Published Date: 2006-11
Authors: Greenland, Steve
Coshall, John
Combe, Ian ( 0000-0002-0105-4241)

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