Thesis Archive
A design of a valid and reliable service quality measurement tool for manual cash withdrawal and deposit activities of Philippine commercial banks (2009)
Katrina Valerie H. Aquino
Chryzel Erika S. Chua
Margareth Camille V. Meliton.
Abstract:
-Parasuraman et al. (1988) has introduced a service quality measurement tool as a useful starting point for assessing and improving service quality. However, as noted by the developers themselves, SERVQUAL does not provide the final answer. Furthermore, the reliability and validity of the SERVQUAL instrument is being criticized beyond identification. Past studies have pointed out that the general content and structure of the instrument is not reliable and valid to be applied in service industries.
The purpose of this research is to re-design and develop an improved service quality measurement tool that would capture the critical factors in line with the front office activities of Philippine commercial banks. The proposed tool can be the basis of commercial banks in improving its bank activities. This study also includes the use of software design, MINITAB, to take into account the reliability and validity scores of the proposed survey questionnaire design. Using iterative analysis, the study has been able to reach the optimal design of the proposed service quality management tool which, in turn, has a higher reliability and validity score than that of SERVQUAL.
The resulting dimensions for the proposed service quality measurement tool are customer personnel contact, customer care, facilities management and speed of process. A total of 23 questions are distributed in these dimensions to measure the critical factors that are important in determining the quality of service provided by a commercial bank. These questions manifest strong internal consistency and construct validity. The derived Cronbachs alpha for the mentioned dimensions are 0.7769 for customer personnel contact, 0.7619 for customer care, 0.7765 for speed of process and 0.8276. These values are above the 0.70 Cronbachs alpha value standard that becomes a basis to determine the internal consistency of a group of questions. On the other hand, the results of the cluster and factor analysis show that the behavior of the items allotted in each dimension show similar trends and pattern.
Adviser:
Mr. Richard Li