Perceived quality of self services: study in the brazilian bank retailing

Abstract

The last years were characterized by great number of mergers and acquisitions in the banking industry that led to a necessity of operational modernization. This transition resulted in changes in the service offered to the customer, who came to do financial operations in Automated Teller Machines (ATMs). The work’s goal was to examine customers expectative and perceptions related to service quality of self-service in retail banks. A unique descriptive transversal study was conducted along with a sample of 138 agency customers of three banking institutions. The conceptual model of service quality, formulated by Parasuraman, Berry and Zeithaml (1990), constituted the theoretical background to this work. The data reveled that: (a) customers expectations are high and their perceptions are low, varying its intensity from one dimension to another; and (b) the customers perceived that they weren't having their complaints solved properly, although they trust the agency employees.