Evaluating service quality and customer satisfaction evaluation in an emerging markets


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: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Additional Information: This is the peer reviewed version of the following article: Greenland, S. , Coshall, J. and Combe, I. (2006), Evaluating service quality and consumer satisfaction in emerging markets. International Journal of Consumer Studies, 30: 582-590, which has been published in final form at https://doi.org/10.1111/j.1470-6431.2005.00484.x.  This article may be used for non-commercial purposes in accordance With Wiley Terms and Conditions for self-archiving.
Uncontrolled Keywords: developing countries,service quality,consumer satisfaction,banking
Publication ISSN: 1470-6431
Last Modified: 08 Jan 2024 08:03
Date Deposited: 29 Apr 2019 09:47
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Related URLs: http://www3.int ... 576788/abstract (Publisher URL)
PURE Output Type: Article
Published Date: 2006-11
Authors: Greenland, Steve
Coshall, John
Combe, Ian (ORCID Profile 0000-0002-0105-4241)



Version: Accepted Version

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