Strategic positioning and quality determinants in banking service

Hatice Camgöz Akdağ · Mosad Zineldin

36 citations0/0 files storedThe TQM Journal

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Customer Service Quality and Loyalty Banking Sector Performance and Management Banking Systems and Strategies

Abstract

Purpose The aim of this paper is to investigate and define the competitive positioning of banks including state‐owned, domestic and foreign banks operating in Istanbul, Turkey. The aim is to check the competitive marketplace and to identify the major quality attributes, which bankers themselves and their customers used in determining the overall perception of a given bank and services offered. Design/methodology/approach The investigation was held in Istanbul, Turkey. In total, 30 banks were included in the research, which includes state‐owned, local and foreign‐owned banks. A total of 1,530 questionnaires were submitted, answers collected and analyzed. Reliability test and frequency analysis were used to analyze the data. Findings From the banks' customers' point of view, determinants relating to functional quality or how the customers wish to receive banking services became evident. It also became clear that customers of banks are not fully receiving what they want or need and their expectations, especially on the most important attributes of quality, are not being met. Research limitations/implications The survey showed how the banks were selected and including their employees in relation to the other competitors' banks in the Turkish banking industry. Originality/value The paper demonstrates an integrated technology, use of staff talent and streamlined operations that respond to customer needs and encourage customers to use the whole range of banking products/services rather than only a few as the end game. The results were used by bank staff later on to reengineer and redesign creatively their positioning strategy and the future direction for creating more effective quality strategies.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1979Review of Psychometric theory (2nd ed.).1994Marketing Research: An Applied Orientation 2000Marketing management: analysis. planning. implementation and control 1990Delivering quality service: balancing customer perceptions and expectations 1997Service quality in the banking sector in an emerging economy: a consumer survey 1989Quality in the Service Sector: A Review

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