POSSIBILITIES OF DEVELOPING A SERVQUAL MODEL FOR MEASURING USER SATISFACTION

Perica  Macura; Aleksandar  Smiljanić

doi:10.7251/ACE2135053M

Authors

Perica Macura Faculty of Economics, University of Banja Luka, Bosnia and Herzegovina https://orcid.org/0000-0002-5823-3259
Aleksandar Smiljanić Doboj, Bosnia and Herzegovina https://orcid.org/0000-0001-8980-2947

DOI:

https://doi.org/10.7251/ACE2135053M

Keywords:

marketing services, SERVQUAL, customer satisfaction, regression and correlation analysis

Abstract

This paper will explore the possibility of adapting the original SERVQUAL model for measuring customer satisfaction. The possibility of developing this model is given through its adaptation in practice. When it comes to services, customization of the original model is necessary due to their intangible nature. In the empirical part, the analysis of the level of user satisfaction with innovative electronic products and services of banks will be conducted through five dimensions of the adapted SERVQUAL model: efficiency, reliability, responsibility, trustworthiness and kindness, where the differences between the characteristics of an excellent bank and the consumer’s perception of the performed services of the bank were examined. The collected data were statistically processed in the IBM SPSS program and included in the regression analysis, correlation matrix formation, as well as the analysis of importance – performance. The results of this research can provide additional useful information to decision makers to identify which dimensions of satisfaction with the service cause a sense of happiness in a customer, and which dimensions offer room for improvement of the service levels, in order to achieve the goal – a happy and satisfied customer.

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