This document summarizes a study on the relationship between service quality, customer satisfaction, loyalty, and perceived value for retail banks in Mexico. The study tested three hypotheses: 1) service quality dimensions are directly related to customer satisfaction and loyalty; 2) service quality is directly related to perceived customer value; and 3) service quality differs between bank brands. The results supported the first hypothesis but rejected the second and third. The conclusion is that service quality may not be a real source of brand differentiation or superior customer value. Future research could improve the measurement of customer perceived value.

1. Service quality dimensions and superior customer
perceived value in retail banks: An empirical study
on Mexican consumers
Presenter: Laura Chen
Advisor ： Dr. Hao-Wei Yang
Dr. Wan-Ching Chen
Instructor: Dr. Pi-Ying Teresa Hsu
Date: 10/28/2013
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2. Citation
Vera, J., & Trujillo, A. (2013). Service quality
dimensions and superior customer perceived
value in retail banks: An empirical study on
Mexican consumers. Journal of Retailing and
Consumer Services, 20, 579-586.
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3. Contents
Introduction
Introduction
Literature Review
Literature Review
Methodology
Methodology
Result & Conclusion
Result & Conclusion
My future study
My future study
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4. Introduction

5. Background
Service quality has gained importance in many
companies as a factor that may be useful to
increase brand loyalty.
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6. Purpose
This study focuses on the retail-banking sector
and on the relation between service quality,
satisfaction, loyalty and a customer’s
perceived value of their bank.
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7. Literature Review

8. Literature review
Service quality is a client judgment where he
compares his expectations with the actual
delivery in each service dimension.
(Parasuraman et al., 1985)
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9. Literature review
Service quality could have a positive effect
on business profitability, because it may
enhance client retention, and attract new
customers.
(Zeithaml, 2000)
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10. Literature review
Superior customer value is accomplished when a
seller creates more value for the customer than
the competitor does.
(Slater & Narver, 2000)
Customer perceived
Customer perceived
value
value
Value
Value
judgment
judgment
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11. Literature review
SERVPERF (service performance only) model may
be a more reliable service quality measure indicator
then SERVQUAL for several industries with greater
consistency.
PERFORMANCE
ONLY
ONLY
SERVPERF
(Brady et al., 2002)
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12. Conceptual framework
H1: In the retail banking sector, there is a
direct relation between the performance of
the service quality dimensions and the
client satisfaction, as well as, with client
loyalty.
H3: If service quality constitutes an is a direct relation between
H2: There
element to differentiate between
the performance of the service quality
retail bank brands than there should and the customer
dimensions
be differences in the perception of value of the retail bank
perceived
the performance of servicebrand.
quality
attributes between brands.
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13. Methodology

14. Data Collection

15. Procedure
Step 1
Step 1
A total of 250
questionnaires
were applied, 41
of these were
eliminated.
Step 2
Step 2
The clients
were chosen
through a
convenience
sampling.
Step 3
Step 3
The items were
measured by
using a 7-point
Likert scale.

16. Instrument
I would certainly
recommend bank
XYZ to friends and
acquaintances
without reservation.
In general, I feel satisfied
with the service bank
XYZ provided.
BANK XYZ does
things right the first
time.
I would pay a more elevated
price for the benefits I receive
from bank XYZ when compared
to the ones received by other
banks.

17. Instrument
Visual
aspect
Empathy
Assurance

18. Instrument
Items for customer perceived value show a
low weight in the factor.

19. Result & Discussion

20. Result
H1: In the retail banking sector, there is a direct relation
between the performance of the service quality dimensions
and the client satisfaction, as well as, client loyalty.

21. Result
H2: There is a direct relation between the performance of the
service quality and the customer perceived value of the retail
bank brand.

22. Result
H3: If service quality constitutes an element to differentiate between
retail bank brands then there should be differences in the perception
of the performance of service quality attributes between brands.

23. Discussion
H1: In the retail banking sector, there is a direct relation
between the performance of the service quality dimensions
and the client satisfaction, as well as, client loyalty.
Supported

24. Discussion
H2: There is a direct relation between the performance of the
service quality and the customer perceived value of the retail
bank brand.
Rejected

25. Discussion
H3: If service quality constitutes an element to differentiate
between retail bank brands then there should be differences
in the perception of the performance of service quality
attributes between brands.
Rejected

26. Conclusion

27. Conclusion
Service quality doesn’t constitute a
real source of superior customer
perceived value, which means it
doesn’t provide real source of brand
differentiation.
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28. Conclusion
.
In this study customer perceived
value is measured by only one
item. Future studies may use three
or more items to ensure validity.
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29. My future study

30. Variables
Participants
Target
Instrument
Data Analysis
Service quality
Customer satisfaction
Customer loyalty
Approximately 400 customers
Taiwan King of Dried Pork (Yi-Chin Food Co., Ltd)
Items from Lee et al. (2009)
α = 0.86
One - way ANOVA
Regression analysis (optional)