Conceptualizing service quality amongst Chinese customers of retail banking

Wang, Xian (2007) Conceptualizing service quality amongst Chinese customers of retail banking. PhD thesis, University of Gloucestershire.

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Purpose - To develop a framework identifying the critical dimensions and specific items considered when Chinese customers evaluate a banking service encounter. To contribute to the creation of theory that draws from the literature to date and unifies it with culturally-grounded empirical evidence from China. Design/methodology/approach - The design has two stages: an exploratory, qualitative phase using focus groups; a large-scale, more quantitative survey phase. The approach draws extensively on the experiences and outcomes of research in the West, but reflects the particular cultural context of China. Cultural specificity has been previously identified as important, but seldom achieved Findings - Chinese retail banking customers assess service quality along six dimensions encompassing thirty-six items. Service quality factors have three levels of weighting in this study. There remain core issues relating to items present in western studies which did not feature strongly in Chinese evidence here and major issues of conceptual and linguistic equivalence with the remaining items. Research implications/limitations - The research led to a developed framework which may provide a useful tool for managers in Chinese service industries, presented in a way consistent with earlier studies. Because of the single measure approach, the obtainable sample size and its regional distribution, further work is required to determine the extent to which these research findings can be generalized. Originality/value - This study is a contribution towards expanding the existing knowledge in the area of service quality considered in cultural context. Any instrument developed can, it is hoped, be used by managers to measure the level of service quality delivered by them. The findings of the study could provide further insights for researchers in grasping the subtleties and intricacies of service quality, and its dimensions, in various cultural and service settings.

Item Type: Thesis (PhD)
Thesis Advisors:
Thesis AdvisorEmailURL
Additional Information: A print copy of this thesis is available for reference use only.
Uncontrolled Keywords: Chinese retail banking; Customer service quality; Chinese customers
Related URLs:
Subjects: H Social Sciences > HG Finance > HG1501 Banking
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Depositing User: Susan Turner
Date Deposited: 21 Feb 2022 16:54
Last Modified: 31 Jul 2023 10:20

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