Calidad del servicio percibida por clientes de entidades bancarias de Castilla y León y su repercusión en la satisfacción y lealtad a la misma

Auteurs-es

  • José Ángel Miguel Dávila Universidad de León. Facultad de Ciencias Económicas y Empresariales
  • Marcela Flórez Romero Universidad Francisco de Paula santander (Colombia)

DOI :

https://doi.org/10.18002/pec.v0i2008.790

Mots-clés :

Calidad del servicio, Satisfacción, Lealtad, Ecuaciones estructurales, Sector bancario, Service quality, Satisfaction, Loyalty, Structural equations, Banking sector

Résumé

El propósito de la investigación está enmarcado en el estudio de la calidad del servicio que prestan las entidades bancarias. El objetivo de la investigación ha sido el de identificar los factores que determinan la calidad del servicio que perciben los clientes de las entidades bancarias de Castilla y León, y de cómo la calidad influye en su satisfacción. Así mismo, se trata también de identificar cómo la satisfacción de los clientes por el servicio prestado afecta a su lealtad hacia la entidad.
Mediante un análisis factorial de componentes principales, se encontraron los factores que influyen en la calidad: i) aspectos físicos (estructura física, ubicación conveniente, equipamiento moderno, vigilancia, aspecto limpio, etc.); ii) aspectos de la prestación del servicio (operaciones y servicios convencionales que realiza y ofrece la entidad, confianza y conocimiento que transmite el personal, atención personalizada, tiempos de respuesta, reputación de la entidad); y iii) nuevas tecnologías (cajeros, Internet o banca telefónica). Posteriormente, los resultados del modelo de ecuaciones estructurales, muestran una gran influencia de los aspectos de la prestación del servicio en la calidad del servicio, así como la demostración de la calidad como antecedente de la satisfacción y la influencia que ejerce la calidad en la satisfacción y ésta en la lealtad del cliente a la entidad bancaria.

The aim of this paper is to analyze the quality of the services offered by banking entities. The objective of the research has been to identify the key factors determining the service quality as perceived by the clients of banking entities in Castilla y León; it is important to note the way in which quality influences the customers' satisfaction. Others goals of the research focus on how the clients' satisfaction on the perceived service affects their loyalty to the entity.
Through a factor analysis of the main components, the key features influencing quality were found: i) physical aspects (physical structure, conveniente location, modern equipment, etc.), ii) aspects of service's performance (conventional operations and services which the bank offers and performs, personalized service, reputation of the entity, etc.), and iii) new technologies (cash dispenser, internet or phone banking). Afterwards, the results of the structural equations model indicate a great influence of the aspects of service's performance in the service quality. They also demonstrate that quality appears as an antecedent of satisfaction and that there is an influence of quality in satisfaction and of satisfaction in the loyalty of the customer to the banking entity.

Téléchargements

Les données relatives au téléchargement ne sont pas encore disponibles.

Références

ALDLAIGAN, A. & F. BUTTLE (2002) "SYSTRA-SQ: A New Measure of Bank Service Quality", International Journal of Service Industry Management, Vol. 13, 4, pp. 362-381.

AL-HAWARI, M.; N. HARTLEY & T. WARD (2005) "Measuring Banks' Automated Service Quality: A Confirmatory Factor Analysis Approach", Marketing Bulletin, 16, Articule 1, pp. 1-19.

ALLRED A.T. & H.L. ADDAMS (2000) "Service Quality At Banks And Credit Unions: What Do Their Customer Say?", Managing Service Quality, Vol. , 1, pp. 52-60.

ANDERSON, E.W. & M. SULLIVAN (1993) "The Antecedents and Consequences of Customer Satisfaction for Firms", Marketing Science, Vol. 12, 2, pp. -143.

ANDERSON, E.W., C. FORNELL y D.R. LEHMANN (1994) "Customer Satisfaction, Market Share, and Profitability: Findings from Sweden", Journal of Marketing, Vol. , 3, pp. 53-66.

ANGUR, M.; R. NATARAAJAN y J. JAHERA (1999) "Service Quality in the Banking Industry: An Assessment in a Developing Economy", International Journal of Bank Marketing, Vol. 17, 3, pp. 116-123.

ARASLI, H.; S.T. KATIRCIOGLU & S. MEHTAP-SMADI (2005) "A Comparison of Service Quality in the Banking Industry. Some Evidence from Turkishand Greek-speaking Areas in Cyprus", International Journal of Bank Marketing, Vol. 23, 7, pp. 508-526.

BAHIA, K. y J. NANTEL (2000) "A Reliable and Valid Measurement Scale for the Perceived Service Quality of Banks", International Journal of Bank Marketing, Vol. 18, 2, pp. 84-81.

BARROSO, C. (1995) El marketing bancario. Un enfoque estratégico. Madrid: Esic.

BATH, M.A. (2005) "Corelates of Service Quality in Banks: An Empirical Investigation", Journal of Services Research, Vol. 5, 1, pp. 77-99.

BAUER, H.H.; M. HAMMERSCHMIDT & T. FALK (2005) "Measuring the Quality of e-Banking Portals", International Journal of Bank Marketing, Vol. 23, , pp. 153-175.

BEARDEN, W.O.; R.G. NETEMEYER & M.F. MOBLEY (1993) Handbook of Marketing Scales. Multi-item Measures for Marketing and Consumer Behaviour Research. Newbury Park: Sage Publications.

BIGNÉ, J.E.; M.A. MOLINER, T.M. VALLET y J. SÁNCHEZ (1997) "Un estudio comparativo de los instrumentos de medición de la calidad de los servicios públicos", Revista Española de Investigación de Marketing ESIC, (Septiembre), pp. 33-53.

BOLLEN, K.A. (1989) Structural Equations with Latent Variables. New York: John Wiley & Sons.

CHI CUI, C.; B.R. LEWIS & W. PARK (2003) "Service Quality Measurement in the Banking Sector in South Korea", International Journal of Bank Marketing, Vol. 21, 4, pp. 191-201.

CHURCHILL, G.A., Jr. (1979) "A Paradigm for Developing Better Measures of Marketing Constructs", Journal of Marketing Research, Vol. XVI (February), pp. 64-73.

CRONIN, J.J., Jr. y S.A. TAYLOR (1992) "Measuring Service Quality: A Reexamination and Extension", Journal of Marketing, Vol. 56 (Julio), pp. -68.

DIAMANTOPOULOS, A. (1994) "Modelling with LISREL: A Guide for the Uninitiated", Journal of Marketing Management, Vol. 10, 1-3, pp. 105-

FERNÁNDEZ BARCALA, M. (2000) "Validación de SERVQUAL como instrumento de medida de la calidad de servicio bancario", Revista Europea de Dirección y Economía de la Empresa, Vol. 9, 1, pp. 57-70.

FORNELL, C. (1992) "A National Customer Satisfaction Barometer: The Swedish Experience", Journal of Marketing, Vol. 56 (January), pp. 6-21.

GARCÍA MESTANZA, J. (1998) Calidad del servicio financiero como estrategia de las instituciones bancarias. Málaga: Unicaja. GARDIAL, S.F.; D.S. CLEMONS, R.B. WOODRUFF, D.W. SCHUMAN & M.J. BURNS

(1994) "Comparing Consumer's Recall of Prepurchase and Postpurchase Product Evaluation Experiences", Journal of Consumer Research, Vol. (March), pp. 548-560.

GAYATHRI, H.; M.C. VINAYA & K. LAKSHMISHA (2005) "A Pilot Study on the Service Quality of Insurance Companies", Journal of Services Research, Vol. 5, 2 (October), pp. 123-138.

GIESE, J.L. & J.A. COTE (2000) "Defining Consumer Satisfaction", Academy of Marketing Science Review, Vol. 1, pp. 1-34.

GONZÁLEZ APONCIO, Z. (2001) El reto de la calidad del servicio financiero en la Comunidad Autónoma de Canaria. Santa Cruz de Tenerife: Fyde Cajacanarias.

GOUNARIS, S.P.; V. STATHAKOPOULOS & A.D. ATHANASSOPOULOS (2003) "Antecedents to Perceived Service Quality: An Exploratory Study in the Banking Industry", International Journal of Bank Marketing, Vol. 21, 4, pp. 168-191.

GRÖNROOS, C. (1983) Strategic Management and Marketing in the Service Sector. Cambridge. MA: Marketing Science Institute.

GRÖNROOS, C. (1994) Marketing y gestión de servicios. Madrid: Díaz de Santos.

GUMMESSON, E. & C. GRÖNROOS (1988) "Quality of Services. Lessons from the Product Sector". C. SURPRENANT (ed.) Add Value to Your Service. Chicago, IL.: American Marketing Association.

HAIR, J.F.; R.E. ANDERSON, R.L. TATHAM & W.C. BLACK (1999) Análisis Multivariante. Madrid: Prentice Hall.

HERNÁNDEZ SAMPIERI, R.; C. FERNÁNDEZ COLLADO y P. BAPTISTA LUCIO (2003) Metodología de la investigación, 3ª ed.. México: McGraw-Hill.

JABNOUN, N. & H. AL-TAMIMI (2003) "Measuring Perceived Service Quality at UAE Commercial Banks", International Journal of Quality & Reliability Management, Vol. 20, 4, pp. 458- 472.

JACOBY, J. & J.J. JACCARD (1981) "The Sources, Meaning and Validity of Consumer Complaining Behaviour: A Psychological Analysis", Journal of Retailing, Vol. 57, pp. 4–24.

JAMAL, A. & K. NASSER (2002) "Customer Satisfaction and Retail Banking: An Assessment of Some of the Key Antecedents of Customer Satisfaction in Retail Banking", International Journal of Bank Marketing, Vol. 20, 4, pp. 146-160.

JONES, T.O. & W.E. SASSER (1995) "Why Satisfied Customers Defect", Harvard Business Review, Vol. 73, 6, pp. 88-99.

KARATEPE, O.M.; U. YAVAS & E. BABAKUS (2005) "Measuring Service Quality of Banks: Scale Development and Validation", Journal of Retailing and Consumer Services, Vol. 12, pp. 373-383.

LARRÁN, M. y M.J. MURIEL (2004) "El impacto de las nuevas tecnologías de la información en el negocio bancario español", Revista de Empresa, Vol. 9 (Julio-Septiembre), pp. 78-86.

LASSAR, W.M.; C. MANOLIS & R. WINDSOR (2000) "Service Quality Perspectives and Satisfaction in Private Banking", Journal of Services Marketing, Vol. 14, 3, pp. 244-271.

LEUNISSEN, P.; O. PREVO & H. ROEST (1996) "The Mediating Role of Psychosocial Benefits in the Satisfaction Formation Process". J. BERACS, A. BAUER & J. SIMON (eds.) Proceedings of the 25th Annual Conference of the European Marketing Academy, Marketing for an Expanding Europe. Budapest: Budapest University of Economic Sciences, pp. -1878.

LÉVY, J.P. (2000) Modelización y programación estructural con AMOS. Madrid: Instituto Superior de Técnicas y Prácticas Bancarias. CD-Rom.

LEWIS, B.R. (1993) "Service Quality: Recent Developments in Financial Services", International Journal of Bank Marketing, Vol. 11, 6, pp. 19-25.

LEWIS, R.C. y D.M. KLEIN (1987) "The Measurements of Gaps in Service Quality". CZEPIEL et al. (eds.) The Service Challenge: Integrating for Competitive Advantage. Chicago, IL.: American Marketing Association.

LLORÉNS, F.J. (1996) Medición de la calidad de servicio: una aproximación a diferentes alternativas. Granada: Universidad de Granada.

MIGUEL-DÁVILA, J.A. y M. FLÓREZ-ROMERO (2007) "¿Ofrecen calidad las entidades bancarias de Castilla y León?", Boletín Económico de Castilla y León, Nº , pp. 125-132.

OLIVER, R.L. (1999) "Whence Consumer Loyalty?", Journal of Marketing, Vol. 63 (Special Issue), pp. 33-44.

PARASURAMAN, A.; V.A. ZEITHAML & L.L. BERRY (1985) "A Conceptual Model of Service Quality and Its Implications for Future Research", Journal of Marketing, Vol. 49 (Autumn), pp. 41-50.

PASWAN, A.K.; N. SPEARS, R. HASTY & G. GANESH (2004) "Search Quality in the Financial Services Financial a Contingency Perspective", Journal of Services Marketing, Vol. 18, 5, pp. 324-339.

PETER, J.P. & G.A. CHURCHILL (1986) "Relationship Among Research Design Choices and Psychometric Properties of Rating Scales: A Meta-Analysis", Journal of Marketing Research, Vol. XXIII (February), pp. 1-10.

PETERSON, R.A. & W.R. WILSON (1992) "Measuring Customer Satisfaction: Fact and Artifact", Journal of the Academy of Marketing Science, Vol. (January), pp. 111-124.

RODRÍGUEZ PARADA, S. (1993) Calidad de servicio. Exigencia actual para entidades financieras competitivas. Madrid: Club gestión de calidad.

SAURINA, C. (2002) "Medida de la calidad: Adaptación de la escala SERQUAL al Ámbito Financiero", Revista Española de Financiación y Contabilidad, Vol. XXXI, 113 (Julio), pp. 803-831.

SHARMA, A. & V. MEHTA (2004) "Service Quality Perceptions in Financial Services - A Case Study of Banking Services", Journal of Services Research, Vol. 4, 2, pp 205-223.

SHIH, Y.-Y. & K. FANG (2006) "Effects of Network Quality Attributes on Customer Adoption Intentions of Internet Banking", Total Quality Management, Vol. 17 (January), No. 1, pp. 61–77.

SURESHCHANDAR, G.S.; C. RAJENDRAN & R.N. ANANTHARAMAN (2003) "Customer Perceptions of Service Quality in the Banking Sector of a Developing Economy: A Critical Analysis", International Journal of Bank Marketing, Vol. 21, 5, pp 233-243.

TAYLOR, S.A. & T.L. BAKER (1994) "An Assessment of the Relationship Between Service Quality and Customer Satisfaction in the Formation of Consumer's Purchase Intentions", Journal of Retailing, Vol. 70, 2, pp. 163-178.

TING, D.H. (2004) "Service Quality and Satisfaction Perceptions: Curvilinear and Interaction Effect", The International Journal of Bank Marketing, Vol. 22, 6, pp. 407-420.

VALDUNCIEL, L.; M. FLÓREZ-ROMERO & J.A. MIGUEL-DÁVILA (2007) "Análisis de la Calidad del Servicio que prestan las entidades bancarias y su repercusión en la satisfacción del cliente y la lealtad hacia la entidad", Revista Asturiana de Economía, Nº 38, pp. 79-107.

VISAUTA, B. (1989) Técnicas de investigación social. Barcelona: Promociones y Publicaciones Universitarias.

YAVAS, U.; M. BENKENSTEIN & U. STUHLDREIER (2004) "Relationships between Service Quality and Behavioural Outcomes: A Study of Private Bank Customers in Germany", International Journal of Bank Marketing, Vol. , 2, pp. 144-157.

YAVAS, U.;, Z. BILGIN & D. SHEMWELL (1997) "Service Quality in the Banking Sector in an Emerging Economy: A Consumer Survey", International Journal of Bank Marketing, Vol. 15, 6, pp. 217-223.

YI, Y. (1991) "A Critical Review of Consumer Satisfaction". V.A. ZEITHAML (ed.) Review of Marketing 1900. Chicago, IL.: American Marketing Association, pp. 68-123.

ZEITHAML, V.A.; L.L. BERRY & A. PARASURAMAN (1988) "Communication and Control Processes in the Delivery of Service Quality", Journal of Marketing, Vol. 52 (April), pp. 35-48.

Téléchargements

Publié-e

2008-12-01

Comment citer

Miguel Dávila, J. Ángel, & Flórez Romero, M. (2008). Calidad del servicio percibida por clientes de entidades bancarias de Castilla y León y su repercusión en la satisfacción y lealtad a la misma. Pecvnia : Revista de la Facultad de Ciencias Económicas y Empresariales, Universidad de León, (2008), 105–128. https://doi.org/10.18002/pec.v0i2008.790