Влијанието на квалитетот на услугата врз финансиските перформанси на компаниите – емпириско истражување на банкарскиот сектор во Р. Македонија

Abstract

Lately, service quality is in the focus of interest of managers and researchers in the marketing area, as a result of its strong impact on business results, on cost reduction and improving customer satisfaction and loyalty, as well as, on companies’ financial results. The importance of service quality and its effects on non-financial and financial performances of the companies is increasing in the banking sector, as well. As a result of the more intense competition, banks are implementing the marketing concept and are focused on delivering customer value by using service quality as a differentiating tool from the competitors. The subject matter of research in this doctoral dissertation is the impact of service quality on financial performances of the banks in Republic of Macedonia, including the mediating effect of the non-financial performances. The main objective of this dissertation is to profoundly explore the relationship among service quality dimensions and financial performances. Initially, service quality dimensions are identified in order to measure their impact on the financial performances of the banks in Republic of Macedonia. The empirical research includes exploratory and conclusive research in which the analyses are conducted in three parts: 1) analysis of the relationship between the service quality dimensions and customer loyalty; 2) analysis of the relationship between customer loyalty and customer retention; 3) analysis of the relationship between service quality dimensions and customer profitability. In the exploratory research, qualitative methods are used, such as analysis of secondary data, critical incident technique and interview of experts. While, processing and analyzing of the quantitative primary data is conducted by using the following statistical methods: exploratory factor analysis, confirmatory factor analysis and structural equation modeling. The results of the conducted research indicate that the high level of perceived service quality is expected to result in customer satisfaction and the different service quality dimensions have different impact on creating customer satisfaction. Thus, the relationship between reliability/responsiveness dimension and customer satisfaction is the strongest, followed by the price and tangibles, as the least important service quality dimension. The analysis of the indirect effects indicate that customer satisfaction has significant mediating effect in the relationship among the service quality dimensions and customer loyalty (bank and employee loyalty), while the employee loyalty mediates the relationship between customer satisfaction and bank loyalty. The results of the second part of the conducted research manifest statistically important relationship between the intentions of the customer behavior and the actual customer behavior. This relationship is determined by the durance of the relationship with the bank. The analysis of the relationship among service quality dimensions and financial performances has indicated that although there is no significant direct effect of service quality on financial performance, customer satisfaction plays the role of a mediator in this relationship.