Bridging Perception Gaps for Continuous Retail Bank Quality Improvement
(A2024-119404)

AUTHORS

Chrysi Alexiadou, University of Macedonia; Chris Vassiliadis, University of Macedonia; Katerina Gotzamani, University of Macedonia; Maro Vlachopoulou, University of Macedonia

ABSTRACT

Achieving a superior level of service delivery to customers is a multifaceted and dynamic endeavor necessitating a comprehensive understanding of service interactions. However; a persistent challenge lies in the gap between customer and employee perceptions. This study employed the 22-item SERVPERF research instrument, utilizing double-source data to assess the quality of first-line interactions in bank services and introduces a unique analysis to bridge this gap, empower organizations to enhance service quality, and offers valuable insights for continuous quality improvement. Ultimately, the study provides both theoretical and managerial insights into perceptual differences, customer interactions, and decision-making processes.