АКАв applefi, Ав - TАяАкдлАмO TOАя: длая EдлдлАм MАВАК дл EАВАВАКдлАм TАк. длoамакак OдлOАКАя O TPAEZIKA EMATA. АяАВАяO Ая АсАя O.

Transcription

1 TPAEZIKA EMATA длoамакак OдлOАКАя O TАяАкдлАмO TOАя: длая EдлдлАм MАВАК дл EАВАВАКдлАм TАк АКАв applefi, Ав - applefi АУ, apple appleау applefi fi apple АвАУ apple. Ав- apple, Ав 1200 apple- apple, fi applefi applefi apple- apple. - Bank Service Quality (BSQ) Bahia and Nantel (2000), appleау fi apple apple appleау apple АУ appleав applefi АУ :, apple -. Ав applefi apple apple applefi fiapple apple- АУ АвappleappleАУ АУ. - fiapple appleау apple apple fi apple. АК АУ apple apple applefi, applefi apple- АУ fi fi appleау. 1. fi applefi appleау А» АУ Авfi АУ. А Ав - fi АУ АяАВАяO Ая АсАя O apple Ам Ая apple АмАК АсАВАяАВАК EАв E Ав Ая apple apple appleapple appleappleав apple- Ав АУ. А fi- АУ apple appleapple Ав : () appleау, () Ав applefi apple, () АУ Авfi, (Ав) АУ () appleapple Ав- (Асfi, 1998; Petridou and Glaveli, 2000). АК appleау apple Ав applefi Ав АУ apple applefi apple, АУ -. А АУ АУ, Авfi - fi fi apple, АУ АУ appleау - appleау АУАв apple (Kosmidou and Spathis, 2000). apple АУ apple,, АУАв АУ applefi- apple, appleapple Ав Ав АУАв (Anderson et al., 1994; Zopounidis et al., 1995; Hallowell, 1996; Soteriou and Zenios, 1999; Spathis et al., 2002). Ая fi - apple fi АУ, fi Ав АУ apple fi fi - apple apple. fi- fi АУ Ав ENH EАВАВHNIKN TPAEZN / 101

2 apple, fi fi. АУ apple АУ Ав - АУ apple applefi, АУ apple- Ав fi, Ав АУ apple АУ applefi apple apple, fi applefi АУ appleавау АУ, apple fi Ав apple fi АУ. АК apple АУ apple АУ applefi fi BSQ (Bank Service Quality), apple apple Ав applefi Bahia and Nantel (2000) fi АУ applefi applefi. appleау АУ apple - apple apple applefi apple apple АУ appleау-, applefi apple Ав. 2. АК applefi apple - fiapple АК applefi АУ fi apple АУ fi/fi fi - apple (Zeithaml et al., 1990). АК apple applefi apple- (attitude), apple АУ apple (Taylor and Baker, 1994; Bitner and Hubert, 1994). appleapple, - fi applefi appleау appleав applefi apple fi - Ав apple (Kangis and Voukelatos, 1997). apple Ав apple fi Ав apple appleав, fi Ав- АУ fi-, apple apple- АУ apple appleав Ав АУ (Zeithaml et al., 1990; Parasuraman et al., 1985). А apple- applefi apple apple, apple apple- Авapple Ав : () apple apple АвАУ apple, fiapple: appleappleау, apple АУ apple, apple applefi fi (Edvardsson et al., 1994), () apple- apple АвАУ fi, fiapple: - АУ appleау appleау apple Ав applefi appleapplefi apple apple appleау- apple.. АУ, fi,, apple appleapple, Ав-, Ав fi applefi А fiа apple (apple, АвАв, Авfi ) (Zeithaml and Britner, 1996). appleав - АУ apple Ав applefi apple, applefi : () SERVQUAL (Parasuraman et al., 1985; 1988), ) applefiав (apple apple- АУ) / ( appleау) applefi (TFQM) (Arora and Stoner, 1996; Gronroos, 1983; 1990) () BSQ (Bank Service Quality), apple АУ Ав Ав applefi (Bahia and Nantel, 2000). А Parasuraman et al. (1985), Ав АУ fi- apple- Ав appleав, applefi АУ applefiав apple appleав applefi АвАУ Ав, SERVQUAL. Аяfi - АУ fi applefiав АУ apple apple applefi appleау Ав: () apple, () applefi, () -, (Ав) fi apple- () Авfi (Parasuraman et al., 1988). SERVQUAL АУ Ав АУ - АУ apple fi Ав applefi fi Ав apple (Bresinger and Lambert 1990; Babakus and Boller, 1992) apple apple, fi apple fi fi АУ (generic) Ав applefi (Carman, 1990) Ав Ав АУ Ав applefi (Gilmore and Garson, 1992). SERVQUAL АУ А fi apple Ав fi 102 / ENH EАВАВHNIKN TPAEZN

3 TPAEZIKA EMATA fi applefi АУА (Zeithaml and Britner, 1996). applefiав / applefi apple АвАвАвАУ. АК - АвАУ appleapple appleав АУ applefi Gronroos (1983) Ав ( appleау) - (apple appleау) applefi. applefiав fi, Ав АУ apple fi apple - apple SERVQUAL, АУ apple apple fi (Higgins and Ferguson, 1991; Baker and Lamp, 1993; Richard and Allaway, 1993). To applefiав BSQ (Bank Service Quality) Bahia and Nantel (2000) apple appleау АУ SERVQUAL АвАУ Ав. fi appleау appleав fi apple Ав SERVQUAL, Ав- apple АУ apple - Ав applefi appleappleау fi appleау АУ apple fi. applefiав fi Ав applefi Bahia Nantel Ав applefi АУ Ав- АУ apple appleapple Ав 300 apple apple Ам- Ав (National Bank of Canada). А apple applefi Ав fi apple apple applefi 31 - ( apple ), apple fi applefi, apple applefi Авapple АУ Ав: () apple- fi, () applefi (appleау), () apple, (Ав) fi ( applefi apple), () - apple () apple. АУ Allred and Lon Addams (2000) АКАя, Ав 143 apple- apple apple (credit unions). appleау АУ, apple apple АУАв - fi fi Ав applefi-, АУ apple. АУ apple appleapple ICAP 1998 fi apple Ав 700 apple, fi applefi apple АУ fi apple (Ав, 1998). appleау fi apple apple АУ apple АУ: () АУ, () apple () fi appleapplefi. - apple apple : () fi, () apple - fi () appleау. АУ, apple apple fi apple applefi apple : () appleау, (), () fi applefi appleapplefi, (Ав) apple- apple apple appleау, () apple АУ applefi АУ () apple fi. А Kangis and Voukelatos (1997), apple- applefiав SERVQUAL, appleapple АУ Ав 163 apple. apple- АУ Ав fi АУ apple - apple Ав apple applefi Авfi applefi applefi apple apple-, appleавfi: applefi apple-, apple, applefi,, Авfi. 3. Ав АК АУ АУ Ав apple- applefi 1260 apple fi apple, fi applefi АУ appleау (Ая - - ) fi applefi apple. А apple apple Ав apple АУ, АвАУ apple-. fi appleapplefi Ав, АУ appleapple apple - Ав. - Ав АУ Ав 60 apple, fi apple ENH EАВАВHNIKN TPAEZN / 103

4 SQ applefi. А apple applefi apple apple, apple fi appleapple АУ, АУ apple Likert, applefi 1=- fi fi АУ 7=fi fi. А АУАв apple apple - АвАвАУ : () applefi АУ fi, apple applefi apple- applefi, () applefi (factor analysis) - Авapple 31 applefi apple () apple- fi -Cronbach apple Ав fi apple - applefi apple. 4. АяappleАУ А 1 (АУapple. 105) - Ав, apple apple. Ав apple АУ АУ- (Ая ) 48,7% apple 51,3%. А Ав apple (54,0%) АУ, apple fi applefi apple appleау applefi (67,5%). O Ав АУ fi applefi Ав apple apple (41,2%) АУ fiав apple , apple (38,9%) АУ fiав apple applefi 900. E fi applefi apple Ав apple- applefi apple (33,7%), apple 19,0%, АУ 13,3%, 10,2%, applefi- apple appleау fi apple. А applefi applefi apple Ав (42,0%) apple fi Ав apple applefi appleау АУ, apple fi Ав apple АУ. appleapple - apple apple, apple apple Ав, apple apple. Аяapple Ав- (marketing discriminators) apple Ав, apple appleав АвАУ fiapple,, apple, apple, apple applefi apple apple appleау. 2 (АУapple. 106) apple appleавfi АУ fi apple- АУ apple АУАв apple Ав- 31 applefi- appleав BSQ. А apple applefi apple apple apple- applefi apple, apple applefi АУ fi apple. Аяapplefi 31 applefi 17 АУ fi apple applefi appleау. Ав fi apple, apple appleау apple. Ам appleавfi apple Ав Ав А fi А, А apple - А, А А А - А, applefiapple apple -. apple apple - fi applefi apple, fi apple apple- АУ, fi, -, apple- АвappleappleАУ АУ apple appleapple. АУ appleау- Ав applefi applefi applefi- apple apple, АУ apple fi apple- applefi fi (Stafford, 1996; Bahia and Nantel, 2000). АУ, 3 (АУapple. 107) apple appleау applefi fiapple 31 applefi- Авapple apple Ав apple apple АУ apple-ав applefi 104 / ENH EАВАВHNIKN TPAEZN

5 TPAEZIKA EMATA АяАмАя 1 АяАяАмАКдлдлАм АсАяА АВАяfl АяАкfl (N=1260) 1. Afi % АУ appleау ,7 apple ,3 2. AАв ,0 Ас ,0 3. АК АУ , , , , ,4 > ,2 4. fiав fiав ,7 < , , ,2 > ,7 5. apple apple ,7. apple , , ,3 79 6,3 Eapple 104 8,3 АУ 26 2,1 9 0,7 apple 81 6,4 6. apple АУ > 5 АУ ,0 3-5 АУ ,4 2 АУ ,9 1 АУ , , ,8 ENH EАВАВHNIKN TPAEZN / 105

6 АяАмАя 2 А дл А дл АмАядл дламаяа дл АяАВАКАК АяАяАмАКдлдлАмfl А длакая АмАя дл А АядлАКАя applefi АУ apple apple. fi applefi 1. Амfi 5,91 1,08 7,00 2. Ая apple 5,80 1,13 7,00 3. Ая 5,58 1,25 6, ,53 1,17 5,00 5. Ая 5,52 1,14 5,00 6. Ам 5,49 1,30 6,00 7. apple 5,30 1,18 5,00 8. fi 5,28 1,40 5,00 9. applefi appleapplefi 5,26 1,37 5, А АУ apple apple 5,24 1,28 5, applefi 5,22 1,36 5, А АУ apple applefi 5,20 1,24 5, АяappleАвfi apple 5,19 1,31 5, appleау 5,09 1,21 5, applefi apple Ав 5,06 1,28 5, Ам appleавау appleapplefi 5,05 1,37 5, apple 5,04 1,32 5, Аяapple applefi apple 4,96 1,33 5, Ая / Ав apple 4,89 1,51 5, Аяapple appleapplefi 4,74 1,33 4, apple fi fi 4,73 1,62 5, Ас apple appleapple 4,64 1,66 4, apple apple fi 4,64 1,56 5, Ая apple 4,48 1,55 5, apple 4,46 1,46 5, E fi 4,44 1,65 5, appleау 4,30 1,78 5,00 28 длapplefi fi 4,24 1,80 5, АВАУ apple 4,12 1,33 4, fi fi 4,10 1,84 5, applefiapple apple apple АУАв 4,08 1,29 4,00 Ам: 1 = fi fi, 4 = fi, 7 = fi fi 106 / ENH EАВАВHNIKN TPAEZN

7 АяАмАя 3 АяАВАК АяАяАс А длакая АКдлfl АВАВАКдлАмfl АяАкfl applefi % GrombachА»s Ав a АяАсА Ая 1: appleау 11,295 0, fi fi 0, appleау 0, длapplefi fi 0, E fi 0,595 АяАсА Ая 2: Аяapplefi 11,037 0, Ая / Ав apple 0, Ас apple appleapple 0, applefi appleapplefi 0, , apple 0,574 АяАсА Ая 3: apple 10,812 0, fi 0, АяappleАвfi apple 0, Амfi 0, А АУ apple applefi 0, applefi apple Ав 0, applefi 0,494 АяАсА Ая 4: Аяapple 10,417 0, Аяapple applefi apple 0, Ая 0, Аяapple appleapplefi 0, appleау 0, Ая apple 0, Ам appleавау appleapplefi 0,376 АяАсА Ая 5: 9,680 0, Ая 0, Ам 0, apple fi fi 0, apple 0, А АУ apple apple 0,387 АяАсА Ая 6: apple 9,050 0, АВАУ apple 0, applefiapple apple apple АУАв 0, apple 0, Ая apple 0, apple apple fi 0,478 АУАв applefi: Principal Component Analysis АУАв apple: Varimax with Kaiser Normalization ENH EАВАВHNIKN TPAEZN / 107

8 62,3% Ав, applefi - applefi. А АУ apple appleавfi, apple apple- fi Ав apple АУ: appleау, applefi, applefi apple, apple, apple. O apple appleав apple, apple appleау - -Cronbach, fi applefi 0,883 АУ 0,785 fi. А apple apple fi apple apple Ав applefi apple apple, appleау АУ applefi- apple apple, fi apple fi apple. Аяfi apple apple Ав apple fi fi, Ав applefi apple apple, applefi Авappleapple АУ, fiapple apple apple. А apple, Ав apple- appleау appleapple applefi appleapplefi apple. fi АУ appleapple apple, apple - apple АУ applefi, fi applefi. А apple АУ apple apple apple Авfi apple, Авfi fi applefi apple apple appleау. АК apple apple- АУ apple apple- apple appleау, apple appleappleау Ав applefi - appleapple. А Ав, appleауapple АУ, apple apple apple- apple : apple apple- appleау applefi apple apple apple apple. АК applefi applefi apple applefi Ав apple АУ apple, apple Ав АвАУ, apple АУ АУ Ав fi. E, apple А appleа АУ АУ, АУ apple appleapple Ав fi АмАв,. АК appleау Ав apple fi apple- applefi apple, apple - apple АУ АУ ICAP 1998 applefi АУ apple apple. АК appleауapple АУ, appleа» fi apple АУ ICAP Ав. Ая Ав appleау Ав, apple Ав appleау. АК applefi appleау, apple apple АУ applefi appleapple apple appleау applefi appleapplefi apple, Ав - fi apple applefi Ав АУ ICAP apple - АУ fi applefi appleapplefi. 5. apple АУ Ав apple apple, fi applefi apple apple. applefi Ав, appleау appleау apple apple apple appleау apple appleав - applefi, fi Авfi fi. apple- fi apple, apple apple- fi, fi Ав apple appleау apple. А - АУ Ав applefi applefi apple fi applefi-. АУ fi АУ apple apple, Ав apple АУ АУ fi apple applefi, appleа» fi apple АУ АУ. А applefi apple- 108 / ENH EАВАВHNIKN TPAEZN

9 TPAEZIKA EMATA apple apple, - Ав apple, fi apple, appleауapple Ав АУ apple apple apple. АК applefi apple apple А fi appleауа, appleау АУ apple, fi - apple fi apple, apple АУ appleау fi АУАв Ав. appleав, fi АУ -, apple apple appleау apple (, Ав) - Ав АУ Авapple, appleау- apple apple fi applefi applefi apple apple apple. fi- fiapple: АУ, applefi apple applefi appleapplefi - apple, Ав applefi apple,. A apple apple apple Ав appleау appleау - fi applefi apple- АУ apple apple: apple, АУ apple, Ав АУ, apple fi АУ apple. Ая apple Ав apple АУ applefi, applefi apple apple - apple. АК applefi applefi apple apple АУ АУ, appleау apple Ав applefi АУ apple. АУ- fi АУ apple АУ applefi АУ apple apple apple apple. АяappleАУ Ав fi Ав- fi applefi apple apple apple, Ав apple АУ appleау appleавfi (Cronin and Taylor, 1992; Spreng and Mackoy, 1996; De Ruyter et al., 1997; Bloemer et al., 1998). E apple АУ - АУ apple appleау Ав apple, apple apple- fi apple АвАУ apple. АК applefi apple apple apple fi, apple appleау apple apple E. apple АУ apple apple apple applefi apple, АУ apple applefi АУ, apple. АУ applefi, apple appleавfi apple apple.. Ав, appleавfi Ав, Ав apple fi АвАУ, Ав АУ, fi fi Авfi apple. длавдла АсАядлАя fi АсАмА,. (1998), А fi applefi - А, E apple, Ая. ICAP (1998), А АК fi apple - А, E, E apple, АсА»,. x-xv. АяАяА,. (1998), А АК АУ fi apple- АвАУ АвА, E apple, АсА»,. iii-iv. fi ALLED, A. and LON ADDAMS, H. (2000), А Service Quality at banks and credit unions: What to their customers say?а, Managing Service Quality, Vol. 10, No. 1, pp ANDERSON, E. W., FORNELL, C. and LEHMANN, D. R. (1994), А Customer satisfaction, market share, and profitabilityа, Journal of Marketing, Vol. 58, July, pp ARORA, R. and STONER, C. (1996), А The effect of perceived service quality and name familiarity on the service selection decisionа, Journal of Services Marketing, Vol. 10, September. BABAKUS, E. and BOLLER, G. W. (1992), А An empirical assessment of the SERVQUAL scaleа, Journal of Business Research, Vol. 24, No. 3, pp ENH EАВАВHNIKN TPAEZN / 109

10 BAHIA, K. and NANTEL, J. (2000), А A reliable and valid measurement scale for perceived service quality of banksа, International Journal of Bank Marketing, Vol. 18, No. 2, pp BAKER, J. A. and LAMP, C. W. (1993), А Measuring architectural design service qualityа, Journal of Professional Services Marketing, Vol. 10, No. 1. BITNER, M. J. and HUBERT, A. R. (1994), А Encounter satisfaction versus overall satisfaction versus overall qualityа, in Rust, R. T. and А liver, R. L. (Eds.), Service Quality: New Directions in Theory and Practice, Newbury Park, CA, pp BLOEMER, J., DE RUYTER K. and PEETERS, P. (1998), А Investigating drivers of bank loyalty: he complex relationship between image, service quality and satisfactionа, International Journal of Bank Marketing, Vol. 16, No. 7, pp BRESINGER, R. P. and LAMBERT, D. M. (1990), А Can the SERVQUAL scale be generalized to business-to-business services?а, Knowledge Development in Marketing, AMAА»s Summer EducatorА»s Conference Proceedings, American Marketing Association, Chicago. CARMAN, J. M. (1990), А Consumer perceptions of service quality: An assessment of the SERVQUAL dimensionsа, Journal of Retailing, Vol. 66, No.1, Spring, pp CRONIN JR, J. J. and TAYLOR, S. A. (1992), А Measuring service quality a reexamination and extensionа, Journal of Marketing, Vol. 56, July, pp DE RUYTER, J. C., BLOEMER, J. M. A. and PETERS, P. (1997), А Merging service quality and service satisfaction: An empirical test of an integrative frameworkа, Journal of Economic Psychology, Vol. 18, pp EDVARDSSON, B., THOMASSON, B. and OVRETVEIT, J. (1994), Quality of Service, Barie Dale, London. GILMORE, A. and CARSON, D. (1992), А Research in service quality: Have the horizons become too narrow?а, Marketing Intelligence and Planning, Vol. 10, No. 7, pp GRONROOS, C. (1983), А Strategic Management and Marketing in the Service SectorА, Report No , Marketing Science Institut, Cambridge, MA. GRONROOS, C. (1990), А Service Management and Marketing - Managing the Moments of ruth in Service CompetitionА, Lexington Books, Lexington, MA. HALLOWELL, R. (1996), А The relationships of customer satisfaction, customer loyalty, and profitability: An empirical studyа, International Journal of Service Industry Management, Vol. 7, No. 4, pp HIGGINS, L. F. and FERGUSON, J. M. (1991), А Practical approaches for evaluating the quality dimensions of professional accounting servicesа, Journal of Professional Services Marketing, Vol. 7, No. 1, pp KANGIS, P. and VOUKELATOS, V. (1997), А Private and public banks: Ая comparison of customer expectations and perceptionsа, International Journal of Bank Marketing, Vol. 15, No. 7, pp KOSMIDOU, K., and C. SPATHIS (2000), А Euro and profitability of Greek BanksА, European Research Studies Journal, Vol. 3, No. 3-4, pp PARASURAMAN, A., ZEITHAML, V. A. and BERRY, L. L. (1985), А A conceptual model of service quality and its implications for future researchа, Journal of Marketing, Vol. 49, April, pp PARASURAMAN, A., ZEITHAML, V. A. and BERRY, L. L. (1988), А SERVQUAL: A multiple-item scale for measuring consumer perceptions of service qualityа, Journal of Retailing, Vol. 64, Spring, pp PETRIDOU, E., and GLAVELI, N. (2000), А The changing banking environment and developments in banks training effort: The case of GreeceА, presented in AT.IN.E.R.А»s 2nd International Conference Business Economics, Marketing, Management: Past, Present and Future, Athens, June. RICHARD, M. D. and ALLAWAY, A. W. (1993), А Service quality attributes and choice behaviorа, Journal of Services Marketing, Vol. 7, No.1, pp SOTERIOU, A. and ZENIOS, S. (1999), А Operations, quality, and profitability in the provision of banking servicesа, Management Science, Vol. 45. No 9, pp SPATHIS, C., KOSMIDOU, K. and DOUMPOS, M. (2002), А Assessing profitability factors in the Greek banking system: A multictriteria methodologyа, International Transactions in Operational Research, Vol. 9, No. 5, pp STAFFORD, M. R. (1996), А Demographic discriminators of service quality in bankingа, Journal of Services Marketing, Vol. 10, No. 4, pp SPRENG, R. A. and MCKOY, R. D. (1996), А An empirical examination of a model of perceived service quality and satisfactionа, Journal of Retailing, Vol. 72, No. 2, pp TAYLOR, S. and BAKER, T. (1994), А An assessment of the relationship between service quality and customer satisfaction in the formation of customersа» purchase intentionsа, Journal of Retailing, Vol. 70, No. 2, pp ZEITHAML, V. A. and BRITNER, J. M. (1996), Services Marketing, McGraw-Hill, New York, NY. ZEITHAML, V. A., PARASURAMAN, A. and BERRY, L.L. (1990), Delivering Quality Service Balancing Customer Perceptions and Expectations, The Free Press, New York, N.Y. ZOPOUNIDIS, C., D. K. DESPOTIS and E. STAVRO- POULOU (1995), А Multiattribute Evaluation of Greek Banking PerformanceА, Applied Stochastic Models and Analysis, Vol. 11, No. 1, / ENH EАВАВHNIKN TPAEZN