Abstract
ABSTRACT Marketers have devoted considerable attention to the improvement of customer perceptions of service quality. This work has culminated in a widely tested set of items referred to as the SERV-QUAL/SERVPERF scales that have been shown to be correlates of perceived service quality in a variety of service industries including banking. Researchers have used these findings to recommend customer satisfaction programs. However, research has not addressed racial or ethnic variations in perceptions of service quality. This study draws on data from a mail questionnaire survey of a mid-size Southern city in the United States to compare African American and White consumer assessments of the importance of specific SERVQUAL issues in regard to consumer banking. The results provide guidance for marketing programs directed to a culturally diverse target market.
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