Abstract

The purpose of this study was to identify the dimensions of bank service quality based on customer satisfaction and to extract organization factors contributing to the prediction of personal service performance. For this purpose, two studies were conducted. In study I, total 185 customers rated each of 22 items on their perception and expectation in describing service quality. The difference scores between perception and expectation were analyzed by principal component factor analysis. It was found that bank service quality is composed of six dimensions Responsiveness(32.9%), Reliability(70.3%), Empathy(6.8%), Assurance(5.4%), Profitability(4.5%), and Tangibles(4.5%). In study II, it was hypothesized that the performance of personal service will represent the 4 dimension of responsiveness, reliability, empathy, and assurance, and which will be related to organization factors. Based upon this assumptions, 7 factors of organization were used as the predictors of service performance. Data obtained from 217 first line workers in bank were analyzed via the forward stepwise multiple regression analysis. The results showed that the extracted specific predictors were teamwork, role ambiguity, role conflict, employee-job fit, and evaluation-reward system. Finally, the limitation of this study and additional research tasks were discussed.