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Evaluating service quality and consumer satisfaction in emerging markets

Greenland, Steven J., Coshall, John and Combe, Ian (2006). Evaluating service quality and consumer satisfaction in emerging markets. International Journal of Consumer Studies,30(6):582-590.

Document type: Journal Article
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Title Evaluating service quality and consumer satisfaction in emerging markets
Author Greenland, Steven J.
Coshall, John
Combe, Ian
Journal Name International Journal of Consumer Studies
Publication Date 2006
Volume Number 30
Issue Number 6
ISSN 1470-6423   (check CDU catalogue  open catalogue search in new window)
Start Page 582
End Page 590
Total Pages 9
Place of Publication United Kingdom
Publisher Wiley-Blackwell Publishing Ltd.
Field of Research 1505 - Marketing
Abstract Developing economies offer tremendous potential for future growth and organizations appreciating these consumers’ requirements stand to reap considerable returns. However, compared with more developed economies published consumer studies are few. In particular, there is a dearth of service quality research and hardly any from Africa. Furthermore, the little available research tends to apply Western methodologies, which may not be entirely appropriate. This research investigates East African consumer perceptions of retail banking using an approach that takes account of the research context. Qualitative research was undertaken to define the relevant service attributes. Performance along these was then investigated through a survey with over 2000 respondents. Principal component analysis identifies 13 core service dimensions and multinomial logistic regression reveals which are the key drivers of customer satisfaction. Comparison of the results with studies from other regions confirms that established standardized research instruments are likely to miss or under-represent service attributes important in developing countries.
DOI http://dx.doi.org/10.1111/j.1470-6431.2005.00484.x   (check subscription with CDU E-Gateway service for CDU Staff and Students  check subscription with CDU E-Gateway in new window)
 
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Created: Mon, 05 Jun 2017, 15:38:55 CST by Marion Farram