Benefit Segmentation Using Service Quality Dimensions

Gordon H.G. McDougall · Terrence J. Levesque

87 citations0/0 files storedInternational Journal of Bank Marketing

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Customer Service Quality and Loyalty Banking Sector Performance and Management Customer churn and segmentation

Abstract

Effective segmentation is a challenge for financial service managers. Investigates the use of service quality, convenience, and competitiveness as a basis for benefit segmentation. Identifies two segments, a performance driven segment that in the retail bank sector is primarily interested in having the bank “get it right the first time” and a convenience driven segment that wants location. An important benefit for both segments was competitive rates. Results indicate that the segments differ with respect to evaluation of their main financial institution and satisfaction levels.

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References

1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1992Measuring Service Quality: A Reexamination and Extension 1991Refinement and reassessment of the SERVQUAL scale.1990Consumer perceptions of service quality: an assessment of the SERVQUAL dimensions 1992An empirical assessment of the SERVQUAL scale 1984Strategic Management and Marketing in the Service Sector 1991A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes 1976Bank Selection Decisions and Market Segmentation

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