文章基本信息

标题：Tertiary Students’ Assessment of Service Quality in the Malaysian Banking Industry: An Importance-Performance Analysis
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作者：Safiek Mokhlis ; Zuha Rosufila Abu Hasan ; Azizul Yadi Yaakop 等
期刊名称：Mediterranean Journal of Social Sciences
电子版ISSN：2039-2117
出版年度：2014
卷号：5
期号：1
页码：361-368
DOI：10.5901/mjss.2014.v5n1p361
出版社：Mediterranean Center of Social and Educational Research (MCSER)
摘要：In order to compete, banks constantly offer new products directed at specific market segments. Tertiary students are increasingly a segment that banks target. The importance of and viability of the student cohort for banking institutions are well documented and so are the challenges facing bank marketers interested in this target market. This article reports on a study of students’ assessment of bank service quality. A survey was carried out to acquire data from 415 respondents. Using SERVQUAL scale and importance-performance analysis, shortfalls or gaps between importance and performance of bank service dimensions were observed. The results have important implications for future research directions and bank strategy practice.
关键词：undergraduates; bank; service quality; importance-performance analysis; SERVQUAL