Interrogating SERVQUAL: a critical assessment of service quality measurement in a high street retail bank

Author: Karin Newman

Source: The International Journal of Bank Marketing, Volume 19, Number 3, 2001 , pp. 126-139(14)

Publisher: Emerald Group Publishing Limited

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Abstract:

This paper presents a case study of a pioneering nationwide implementation of SERVQUAL by a major UK high street bank between 1993 and 1997 at an annual cost of one million pounds. In addition to highlighting serious weaknesses in the value of SERVQUAL as a measure of service quality and as a diagnostic tool, this study raises some of the practical difficulties entailed in its implementation. Moreover, in this particular instance, it becomes apparent that difficulties are introduced by the separation of service quality management from the management of marketing and human resources. In addition, there was a discernible lack of top management commitment, as well as obstacles in the form of functional and informational silos, which served to constrain an integrated company response to SERVQUAL criteria.

Keywords: Servqual; Banking Industry; Marketing Management; Human Resource Management; United Kingdom

Document Type: Research article

DOI: http://dx.doi.org/10.1108/02652320110388559

Publication date: 2001-04-20