Comparing perceptions of service quality in Brazil and UK

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ISSN: 18904865
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Início Publicação: 31/07/2006
Periodicidade: Semestral
Área de Estudo: Administração

Comparing perceptions of service quality in Brazil and UK

Ano: 2006 | Volume: 1 | Número: 1

Palavras-chave: Service Quality, SERVQUAL, SERVPERF, International

Resumos Cadastrados

Resumo Inglês:

This paper investigates whether the SERVPERF model developed by Cronin and
Taylor (1992) can be applied in the same industry (retail banks) in two different countries
Brazil and UK. We find differences between the countries in the perception of the service
provided by retail banks. We also find differences between the countries in the relationship
between the service provided and (i) the overall perception of service quality, (ii) customer
satisfaction and (iii) future purchase intentions. Factor analysis of the data identified different
dimensional structures for Brazilian and British samples. The Brazilian sample presents
almost the same structure of Parasuraman et alii (1988) SERVQUAL. The UK sample
presented a different three-factor dimensional structure which shows that the dimensional
structure does not travel well into other cultures.Also, as this study stands, the differences
found between the two samples cannot yet be attributed to cultural differences between UK
and Brazil. These differences may be related to the service provided by the banks.