Tertiary Students? Assessment of Service Quality in the Malaysian Banking Industry: An Importance-Performance Analysis
AbstractIn order to compete, banks constantly offer new products directed at specific market segments. Tertiary students are increasingly a segment that banks target. The importance of and viability of the student cohort for banking institutions are well documented and so are the challenges facing bank marketers interested in this target market. This article reports on a study of students? assessment of bank service quality. A survey was carried out to acquire data from 415 respondents. Using SERVQUAL scale and importance-performance analysis, shortfalls or gaps between importance and performance of bank service dimensions were observed. The results have important implications for future research directions and bank strategy practice.
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How to Cite
Mokhlis, S., Abu Hasan, Z. R., & Yaakop, A. Y. (2014). Tertiary Students? Assessment of Service Quality in the Malaysian Banking Industry: An Importance-Performance Analysis. Mediterranean Journal of Social Sciences, 5(1), 361. Retrieved from https://www.richtmann.org/journal/index.php/mjss/article/view/1913
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