Bank service quality: comparing Canadian and Tunisian customer perceptions

Abstract

Purpose: The aim of this paper is to compare perceptions of bank service quality among Tunisian and Canadian customers, and to determine which dimensions of service quality make the greatest contribution to overall customer satisfaction and loyalty. Design/methodology/approach: Data were collected using self‐administered questionnaires from two convenience samples of bank customers (250 in Canada and 222 in Tunisia). Service quality was measured using the five SERVQUAL dimensions of tangibles, reliability, responsiveness, assurance, and empathy. Data were analyzed using confirmatory factor analysis, ANOVA and linear regression. Findings: Respondents in both countries reported high levels of perceived service quality in banks. However, Canadians reported higher perceived service quality than Tunisians for all five SERVQUAL dimensions, and for 21 of the 22 individual items. In the Canadian sample, empathy and reliability were found to be the most important predictors of satisfaction and loyalty, while in the Tunisian sample, reliability and responsiveness were the most important predictors of satisfaction and loyalty. Practical implications: Canadian bank managers should recognize the importance of “empathy” in service delivery by implementing appropriate customer‐oriented strategies. Tunisian bank managers should focus on performing promised services dependably and accurately. Originality/value: Despite the large number of studies on individual countries, few studies compare bank service quality among different countries. The present study compares perceptions of bank service quality between consumers in two countries – Canada and Tunisia – that have different economic and cultural environments.