Evaluating Perception, Expectation of Consumers, and Service Quality Gap in Greek Banking in a Period of Financial Crisis and Capital Controls

Abstract

The principal objective of this paper is to investigate the interrelationships of major constructs related to customer satisfaction regarding bank services. The aim of the paper is to assess the quality of Greek banking services in a period of financial crisis and capital controls. The paper examines the relationship or gap between the perceived and expected levels of service quality as such relate to its dimensions, namely, tangibility, reliability, assurance, responsiveness, empathy, and accessibility. The survey aims to reveal the causes promoting the satisfaction of Greek bank customers as well as those hindering it. The instrument employed to measure customer satisfaction relating to service quality is SEVQUAL. The research findings draw our attention to the significant effects of tangibility, reliability, assurance, responsiveness, empathy, and accessibility on service quality in banks. In addition, it highlights customers’ negative attitudes and obstacles or positive behaviors toward bank services. Moreover, the research findings point out the necessity of understanding the current situation as it relates to the economic crisis and accepts the real need for changes to initiatives in order to find appropriate solutions which will satisfy customer needs and consolidate their commitment to their bank. The study was referring to Greek banks customers’ satisfaction from bank services during capital control. Future research could supply new empirical results in relation to the current situation still in a period of capital controls. The paper contributes to describe a total new situation, capital control for more than a year regarding Greek bank services to their customers.