Resumo

GONZALEZ ALVAREZ, Roxana. EVALUATION OF PERCEIVED SERVICE QUALITY IN BANKS USING THE SERVQUAL SCALE. Cienc. Ing. Neogranad. [online]. 2015, vol.25, n.1, pp.113-135. ISSN 0124-8170.

The research presented in this paper was developed in a banking branch in the province of Cienfuegos, Cuba, during the last three quarters of 2013, with the main objective of evaluating and improving the perceived quality while focusing on process management and continuous improvement. For this purpose, a procedure to evaluate the perceived quality of banking services based on in the multi-dimensional Servqual scale was designed and implemented. Data collection was accomplished by the use of different techniques, such as interviews, brainstorming, review of documents, working with experts, teamwork and direct observation. Classical tools of quality and process management were used, as well as the 5Ws and 1H technique, and the methodology of Lean Process. The results of the research led to the identification of the main gaps of dissatisfaction with the service quality from the perceptions of customers, as well as to the completion of an assessment of overall service. It was determined that for the 22 statements of the Servqual questionnaire, customer perceptions did not exceed expectations. The gaps with lower quality index are those related to the length of service, for which a set of actions that contribute to improving the perceived quality are proposed.

Palavras-chave : Banking services; continual improvement; process management; service quality; Servqual methodology.

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