Bank service quality A comparison of service quality between BSI branches in Isfahan and Dubai

PurposeThe purpose of this paper is to compare the perceptions of Bank Saderat Iran's (BSI) customers in Isfahan and Dubai to find the probable differences in BSI service quality in these cities. Design/methodology/approachThe required data were collected by adapted Bank Service Quality (BSQ) questionnaire from two samples of BSI customers (300 in Isfahan and 100 in Dubai). In this research, BSQ was measured by seven dimensions, including Bahia and Nantel (2000) BSQ dimensions, and globalization of bank services as the added dimension. The factor analysis was used to analyze the data, independent-samples t-test for comparing the means and Friedman test for ranking of the BSQ dimensions and items. FindingsThe results of this research revealed a relative satisfaction of customers with BSI service quality in both cities; however, the respondents in Dubai perceived a higher service quality. The most important dimensions were access and effectiveness and assurance in Isfahan and reliability and tangibles in Dubai. In addition, although these cities are located in developing countries, the respondents' perceptions were similar to those in developed countries. Practical implicationsIt is proposed that BSI managers should eliminate the barriers to prompt service provision, review service charges, integrate decision-making systems, decrease the bureaucratic factors and provide training programs to increase the personnel's' interactive skills in Isfahan. Originality/valueA few studies have been conducted in the field of BSQ in Iran banking industry, and none has measured BSQ using a cross-country and cross-cultural method. No research has been conducted on BSI service quality in Isfahan and Dubai, and this is the first research in both cities. Furthermore, it is one of the few times that a specific tool is used for measuring BSQ in Iran banking industry.