Abstract
The financial market has undergone numerous changes in recent years, becoming more competitive and characterized by offers of increasingly similar products and services by competitors. An alternative for companies to stand out in this market is the introduction of innovations and quality in services. This study proposes to evaluate the perceived quality of financial services by the members of a credit union. The study was conducted at a service unit of a credit union in Paraná State, Brazil. A survey with a sample of 167 members was applied, together with a questionnaire based on the SERVQUAL scale. The expectations and perceptions of the members were compared regarding the quality of services provided. An analysis of the responses enabled an evaluation of the gap between what members expect and what they perceive in terms of service quality. The main contribution of this article lies in the application of the SERVQUAL scale and the concepts of service quality in a cooperative organization in a sector that has been the focus of few academic studies. The results can be used to promote improvement processes in the services of the sector.
Highlights
The globalized market means that modernizations increasingly have to deal with more opportunities and challenges
The present study seeks to evaluate the reflection of perceived service quality by members of a credit union through an innovation implemented in the service process
The main contribution of this study to the literature lies in the application of the concepts of innovation, service quality, the SERVQUAL scale and the concept of gaps in credit unions
Summary
The globalized market means that modernizations increasingly have to deal with more opportunities and challenges. The present study seeks to evaluate the reflection of perceived service quality by members of a credit union through an innovation implemented in the service process. The aim of this innovation was a faster service and greater convenience for the members, enabling them to choose more segmented means of financial services in accordance with their needs. The main contribution of this study to the literature lies in the application of the concepts of innovation, service quality, the SERVQUAL scale and the concept of gaps in credit unions.
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