Suchergebnisse

Das Buch dokumentiert die Beiträge zum 12. Dienstleistungsworkshop, der im März 2007 von Institut für Marketing und Dienstleistungsforschung der Universität Rostock veranstaltet wurde. Prof. Dr. Martin Benkenstein ist Direktor des Instituts für Marketing und Dienstleistungsforschung der Universität Rostock.

PurposeThe study first seeks to determine the underlying configurations of service quality perceptions between Turkish and German bank customers and then tries to ascertain the extent of cross‐cultural congruence.Design/methodology/approachSamples of Turkish and German bank customers serve as the study setting. Usable responses were obtained from 156 Turkish and 226 German customers.FindingsResults show that the underlying configurations of service quality items decompose into three factors for both groups. The extent of congruence between the two groups is strong.Research limitations/implicationsReplications among other samples are needed to validate the current findings.Practical implicationsThe overall consistencies between the Turkish and German consumers suggest that a standardized approach is feasible for multinational banks operating in the two countries.Originality/valueThe factor congruency technique was employed to determine the extent of similarities and disparities between the two groups. Emergence of cross‐cultural similarities carries implications for bank managers.