Measuring Service Quality in Philippine Banks: An Exploratory Study Using SERVQUAL and Q-Methodology

Abstract

This paper determined the service quality dimensions considered by Filipino consumers important in describing an excellent bank. Development of the service quality dimensions utilized the Service Quality (SERVQUAL) framework espoused by Parasuraman, Zeithaml, and Berry (1988) which identified five SERVQUAL dimensions: (1) tangibles, (2) reliability, (3) responsiveness, (4) assurance, and (5) empathy. A total of 24-bank SERVQUAL attributes were developed from this SERVQUAL framework. A survey using a multi-stage systematic random sampling was conducted. A total of 242 Filipino consumers participated in this study. The respondents were asked to rate the degree of importance of each of the 24-bank SERVQUAL attributes using the Q-methodology. The internal consistency method using the Cronbach coefficient alpha was used to assess the instrument’s reliability while Exploratory Factor Analysis using Principal Component Analysis was employed to determine the construct validity.

Results indicate that out of the 24-bank SERVQUAL attributes, 16 are considered important by Filipino consumers, and these 16 attributes can be classified into four service quality dimensions: (1) reliability, (2) empathy, (3) responsiveness, and (4) tangibles. This is consistent with the SERVQUAL dimensions espoused by Parasuraman et al. (1988). Knowing the important SERVQUAL attributes that describe an excellent bank provides banks with the basic quality parameters that they can develop and strengthen to improve customer patronage, retention, loyalty, and satisfaction.