ASSESSING THE CURRENT STATE OF SERVICE QUALITY IN GEORGIAN BANKS

Abstract

In the article - “Assessment of the current state of service quality in Georgian banks” - the quality of customer service by banks “Alpha” and “Beta” is considered from 3 positions according to its individual components. As a rule, the bank's services are studied and evaluated by the bank's management, employees and customers. Each of them has its own evaluation criteria. For this reason, it is very difficult, often impossible, to compare and evaluate the results obtained. This especially applies to the criteria of the bank itself. The article evaluates the service quality of two Georgian banks - "Alpha" and "Beta" banks from the positions of clients and employees, using a 7-point scientific Likert scale. The calculation is carried out by assigning points to individual quality components, and then calculating the integral index of satisfaction based on them. The quality of customer service by the banks involved in the research is estimated as average. Irregularities exist in both banks, however, the service quality of Beta Bank is better than that of Alpha Bank. Keywords: Service quality; Commercial bank; Personnel; Clients; Satisfaction; Integral index of satisfaction.