1、标题： A comparison of service quality in the banking industry Some evidence from Turkish- and Greek-speaking areas in Cyprus 原文： 1 Introduction There is a growing importance of services in the world economy. Services contributed a total of 66.3 per cent of world gross domestic product (GDP) in the yea
2、r 2000. Services are difcult to manage due to certain inherited characteristics such as intangibility, heterogeneity, inseparatibility and perishability. The complex nature of services, coupled with the growing prominence of the services sector has also increased the need for better service quality.
3、 Therefore, the topic of service quality is increasingly recognized as being one of the key strategic values of organizations in both the manufacturing and service sectors (Lewis, 1991). Service quality, allows the company to differentiate itself from its competitors by increasing sales and market s
4、hares, it results in the satisfaction and retention of customers and employees, thus reducing turnover rates, it leads to repeat purchase behaviour and brand loyalty and furthermore, new customers are attracted through positive word-of-mouth, (Lewis, 1991； Newman, 2001； Caruana, 2002； Wang et al., 2
5、003). Banking and nancial services are an important part of the services industry (Mishkin, 2001). In line with the trend towards a more integrated global banking environment, many regulatory, structural and technological changes have taken place within the world banking industry (Angur et al., 1999
6、). Banks are expanding across borders, offering a diverse portfolio of competitive services and restructuring their services in order to make use of rapid technology and to meet the changing needs of customers. The EU has played an important role in facilitating global banking. Financial services wi
7、thin the EU have been regulated and restructured in an effort to integrate the sector, by eliminating impediments to cross border branching practices. Because of these measures, the nature of banking services and customer relations are undergoing change. Banks in the USA are facing increased competi
8、tion from international banks as geographic boundaries are eliminated in terms of banking markets. In addition to this, the banking sector in many developing countries is undergoing change in order to keep up with world trends (Yavas et al., 1997). Delivering quality service and products to the cust
9、omer, is essential for success and survival in todays global and highly competitive banking environment (Wang et al., 2003). Banking is a high involvement industry. Customers whether at the retail or corporate level, have always been important for banks. However, as electronic banking becomes more p
10、revalent, customers still tend to measure a banks service quality interims of the personal support they receive, rather than the technical support. Customer satisfaction is another important aspect for service organizations and is highly related with service quality (Bolton and Drew, 1991； Cronin an
11、d Taylor, 1994； Spreng and MacKoy, 1996). As service quality improves, the probability of customer satisfaction increases. Increased customer satisfaction leads to behavioral outcomes such as commitment, intent to stay (customer retention), creation of a mutually rewarding relationship (bond) betwee
12、n the service provider and the user, increased customer tolerance for service failures and positive word-of-mouth advertising about the organization (Reichheld, 1996； Heskett et al., 1997, Goode and Moutinho, 1995； Newman, 2001). Service quality has been linked with customer satisfaction within the
13、banking industry (Avkiran, 1994； Le Blanc and Nguyen, 1988). Banks now know that delivering quality service to customers is essential for success and survival in todays global and competitive banking environment (Wang et al., 2003). 2Most of the studies to date, have concentrated on service quality
14、in US and European banking industries. While some more recent studies, have started to look at service quality in developing countries (Yavas et al., 1997； Angur et al., 1999； Sureshchandar et al., 2003). To our knowledge, this study is unique in that it looks at the banking sector in a small island
15、 economy. An island which is divided in two and where the economy in the North is developing and the economy in the South is developed with respect to European Union norms. The ndings of this study might bex generalized for other small island economies or developing countries that need to restructur
16、e their nancial systems as a prerequisite to EU membership. Our research will be particularly useful for the Turkish Cypriot (North) part of the island that was not able to join the EU at the same time as its counterparts in the South. The banking system in the north of the island needs to undergo m
17、ajor restructuring before the Turkish Cypriots can also become a member of the EU. This paper will emphasize the fact that while, the banking system in the North has to be restructured in line with EU policy and to enable the introduction of the EURO as the ofcial currency, it is also essential that
18、 service quality and customer satisfaction are not overlooked. Furthermore, the present study will shed light on what customers are expecting from banks in terms of service quality and provide feedback to other service sectors within the Greek Cypriot and the Turkish Cypriot economy. 5. Conclusion a
19、nd discussion The division of Cyprus after 1974 has resulted in two separate areas. While the North of the island has faced isolation due to economic and political embargoes, the area in the South has a ourishing economy of worldwide standards. Our research has found that although there is a big dis
20、crepancy between the two areas from an economic standpoint, generally, the expectations of both CLN and CLS on service quality items as suggested by Parasuraman et al. (1988) fell short of their perceptions. Interactions between the customer and the service organization lie at the heart of service d
21、elivery. People who deliver the service are of key importance to both the customer they serve and the employer they represent (Yavas et al., 1997； Angur et al., 1999). The present study has attempted to add to the existing literature on bank service quality, especially in a small island economy and
22、from the perspective of the customer While the ve-factor conceptualization of service quality does not hold in this study, service quality does appear to be of a multidimensional nature. The largest discrepancy between expectations and perceptions for both communities were in terms of “empathy”. To
23、the customer, the employee exemplies the service. Bank customers in both areas of Cyprus want a high degree of interaction with bank staff that are sensitive to their needs and expect personalized service. When overall gap scores for both communities were compared, there was a signicant difference i
24、n terms of assurance and tangibles dimensions. CLN nd their banks more risky than CLS do. This can be explained by the fact that, the banking sector in the North has no independent monetary policy and uses the Turkish Lira as its ofcial currency. Thus, it is vulnerable to even the slightest change in the Turkish economy and this is evident in the instability of the YTL and nancial troubles that have been consistently plaguing the banking sector in the North. A total of seven banks have led for bankruptcy in the past decade and depositors who have lost their money have had to wait a
