The famous measurement model of service quality is SERVQUAL developed by Parasuraman et al.(1988), who measured the differences between customer expectations and perceptions across five determinants as follows: Physical facilities, equipment and appearance of personnel. Tangibles: Ability to perform the promised service dependably and Reliability: accurately. Knowledge and courtesy of employees and their ability to inspire Assurance: trust and confidence. Willingness to help customers and provide prompt service. Responsiveness: Caring, individualized attention the bank provides to its customers. Empathy: Basing on previous studies and conceptual works, Grönroos (2000) came up with a summary of seven criteria of good perceived service quality as: (1) professionalism and skills; (2) employees’ attitudes and behavior; (3) accessibility and flexibility; (4) reliability and trustworthiness; (5) service recovery; (6) servicescape; and (7) reputation and credibility. The first criteria is outcome-related and thus a technical quality dimension; the last one is image-related and fulfils a filtering function; and the rest five ones are process-related and present the functional quality dimensions (Grönroos 2000). High service quality is regarded as a key to success in competitive service markets (Zeithaml, Bitner & Gremeler 2009). Many researches have showed that service quality perceived by customers directly influence customers’ satisfaction, as well as their trust in the service firm (Parasuraman 1988; Aydin and Özer, 2005; et al.,
The famous measurement model of service quality is SERVQUAL developed by Parasuraman et al.(1988), who measured the differences between customer expectations and perceptions across five determinants as follows: Tangibles: Physical facilities, equipment and appearance of personnel. Reliability: Ability to perform the promised service dependably and accurately. Assurance: Knowledge and courtesy of employees and their ability to inspire trust and confidence. Responsiveness: Willingness to help customers and provide prompt service. Empathy: Caring, individualized attention the bank provides to its customers. Basing on previous studies and conceptual works, Grönroos (2000) came up with a summary of seven criteria of good perceived service quality as: (1) professionalism and skills; (2) employees’ attitudes and behavior; (3) accessibility and flexibility; (4) reliability and trustworthiness; (5) service recovery; (6) servicescape; and (7) reputation and credibility. The first criteria is outcome-related and thus a technical quality dimension; the last one is image-related and fulfils a filtering function; and the rest five ones are process-related and present the functional quality dimensions (Grönroos 2000). High service quality is regarded as a key to success in competitive service markets (Zeithaml, Bitner & Gremeler 2009). Many researches have showed that service quality perceived by customers directly influence customers’ satisfaction, as well as their trust in the service firm (Parasuraman et al., 1988; Aydin and Özer, 2005;