Service quality assessment

Purpose The study first seeks to determine the underlying configurations of service quality perceptions between Turkish and German bank customers and then tries to ascertain the extent of cross‐cultural congruence. Design/methodology/approach Samples of Turkish and German bank customers serve as the study setting. Usable responses were obtained from 156 Turkish and 226 German customers. Findings Results show that the underlying configurations of service quality items decompose into three factors for both groups. The extent of congruence between the two groups is strong. Research limitations/implications Replications among other samples are needed to validate the current findings. Practical implications The overall consistencies between the Turkish and German consumers suggest that a standardized approach is feasible for multinational banks operating in the two countries. Originality/value The factor congruency technique was employed to determine the extent of similarities and disparities between the two groups. Emergence of cross‐cultural similarities carries implications for bank managers

Business · Geography · German · Linguistics · Multinational corporation · Originality · Perception · Service quality · Turkish · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values · Customer Service Quality and Loyalty · Psychology · Social Psychology · Finance · Marketing

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