1、标题ACOMPARISONOFSERVICEQUALITYINTHEBANKINGINDUSTRYSOMEEVIDENCEFROMTURKISHANDGREEKSPEAKINGAREASINCYPRUS原文1INTRODUCTIONTHEREISAGROWINGIMPORTANCEOFSERVICESINTHEWORLDECONOMYSERVICESCONTRIBUTEDATOTALOF663PERCENTOFWORLDGROSSDOMESTICPRODUCTGDPINTHEYEAR2000SERVICESAREDIFCULTTOMANAGEDUETOCERTAININHERITEDCHARA
2、CTERISTICSSUCHASINTANGIBILITY,HETEROGENEITY,INSEPARATIBILITYANDPERISHABILITYTHECOMPLEXNATUREOFSERVICES,COUPLEDWITHTHEGROWINGPROMINENCEOFTHESERVICESSECTORHASALSOINCREASEDTHENEEDFORBETTERSERVICEQUALITYTHEREFORE,THETOPICOFSERVICEQUALITYISINCREASINGLYRECOGNIZEDASBEINGONEOFTHEKEYSTRATEGICVALUESOFORGANIZA
3、TIONSINBOTHTHEMANUFACTURINGANDSERVICESECTORSLEWIS,1991SERVICEQUALITY,ALLOWSTHECOMPANYTODIFFERENTIATEITSELFFROMITSCOMPETITORSBYINCREASINGSALESANDMARKETSHARES,ITRESULTSINTHESATISFACTIONANDRETENTIONOFCUSTOMERSANDEMPLOYEES,THUSREDUCINGTURNOVERRATES,ITLEADSTOREPEATPURCHASEBEHAVIOURANDBRANDLOYALTYANDFURTH
4、ERMORE,NEWCUSTOMERSAREATTRACTEDTHROUGHPOSITIVEWORDOFMOUTH,LEWIS,1991NEWMAN,2001CARUANA,2002WANGETAL,2003BANKINGANDNANCIALSERVICESAREANIMPORTANTPARTOFTHESERVICESINDUSTRYMISHKIN,2001INLINEWITHTHETRENDTOWARDSAMOREINTEGRATEDGLOBALBANKINGENVIRONMENT,MANYREGULATORY,STRUCTURALANDTECHNOLOGICALCHANGESHAVETAK
5、ENPLACEWITHINTHEWORLDBANKINGINDUSTRYANGURETAL,1999BANKSAREEXPANDINGACROSSBORDERS,OFFERINGADIVERSEPORTFOLIOOFCOMPETITIVESERVICESANDRESTRUCTURINGTHEIRSERVICESINORDERTOMAKEUSEOFRAPIDTECHNOLOGYANDTOMEETTHECHANGINGNEEDSOFCUSTOMERSTHEEUHASPLAYEDANIMPORTANTROLEINFACILITATINGGLOBALBANKINGFINANCIALSERVICESWI
6、THINTHEEUHAVEBEENREGULATEDANDRESTRUCTUREDINANEFFORTTOINTEGRATETHESECTOR,BYELIMINATINGIMPEDIMENTSTOCROSSBORDERBRANCHINGPRACTICESBECAUSEOFTHESEMEASURES,THENATUREOFBANKINGSERVICESANDCUSTOMERRELATIONSAREUNDERGOINGCHANGEBANKSINTHEUSAAREFACINGINCREASEDCOMPETITIONFROMINTERNATIONALBANKSASGEOGRAPHICBOUNDARIE
7、SAREELIMINATEDINTERMSOFBANKINGMARKETSINADDITIONTOTHIS,THEBANKINGSECTORINMANYDEVELOPINGCOUNTRIESISUNDERGOINGCHANGEINORDERTOKEEPUPWITHWORLDTRENDSYAVASETAL,1997DELIVERINGQUALITYSERVICEANDPRODUCTSTOTHECUSTOMER,ISESSENTIALFORSUCCESSANDSURVIVALINTODAYSGLOBALANDHIGHLYCOMPETITIVEBANKINGENVIRONMENTWANGETAL,2
8、003BANKINGISAHIGHINVOLVEMENTINDUSTRYCUSTOMERSWHETHERATTHERETAILORCORPORATELEVEL,HAVEALWAYSBEENIMPORTANTFORBANKSHOWEVER,ASELECTRONICBANKINGBECOMESMOREPREVALENT,CUSTOMERSSTILLTENDTOMEASUREABANKSSERVICEQUALITYINTERIMSOFTHEPERSONALSUPPORTTHEYRECEIVE,RATHERTHANTHETECHNICALSUPPORTCUSTOMERSATISFACTIONISANO
9、THERIMPORTANTASPECTFORSERVICEORGANIZATIONSANDISHIGHLYRELATEDWITHSERVICEQUALITYBOLTONANDDREW,1991CRONINANDTAYLOR,1994SPRENGANDMACKOY,1996ASSERVICEQUALITYIMPROVES,THEPROBABILITYOFCUSTOMERSATISFACTIONINCREASESINCREASEDCUSTOMERSATISFACTIONLEADSTOBEHAVIORALOUTCOMESSUCHASCOMMITMENT,INTENTTOSTAYCUSTOMERRET
10、ENTION,CREATIONOFAMUTUALLYREWARDINGRELATIONSHIPBONDBETWEENTHESERVICEPROVIDERANDTHEUSER,INCREASEDCUSTOMERTOLERANCEFORSERVICEFAILURESANDPOSITIVEWORDOFMOUTHADVERTISINGABOUTTHEORGANIZATIONREICHHELD,1996HESKETTETAL,1997,GOODEANDMOUTINHO,1995NEWMAN,2001SERVICEQUALITYHASBEENLINKEDWITHCUSTOMERSATISFACTIONWI
11、THINTHEBANKINGINDUSTRYAVKIRAN,1994LEBLANCANDNGUYEN,1988BANKSNOWKNOWTHATDELIVERINGQUALITYSERVICETOCUSTOMERSISESSENTIALFORSUCCESSANDSURVIVALINTODAYSGLOBALANDCOMPETITIVEBANKINGENVIRONMENTWANGETAL,20032MOSTOFTHESTUDIESTODATE,HAVECONCENTRATEDONSERVICEQUALITYINUSANDEUROPEANBANKINGINDUSTRIESWHILESOMEMORERE
12、CENTSTUDIES,HAVESTARTEDTOLOOKATSERVICEQUALITYINDEVELOPINGCOUNTRIESYAVASETAL,1997ANGURETAL,1999SURESHCHANDARETAL,2003TOOURKNOWLEDGE,THISSTUDYISUNIQUEINTHATITLOOKSATTHEBANKINGSECTORINASMALLISLANDECONOMYANISLANDWHICHISDIVIDEDINTWOANDWHERETHEECONOMYINTHENORTHISDEVELOPINGANDTHEECONOMYINTHESOUTHISDEVELOPE
13、DWITHRESPECTTOEUROPEANUNIONNORMSTHENDINGSOFTHISSTUDYMIGHTBEXGENERALIZEDFOROTHERSMALLISLANDECONOMIESORDEVELOPINGCOUNTRIESTHATNEEDTORESTRUCTURETHEIRNANCIALSYSTEMSASAPREREQUISITETOEUMEMBERSHIPOURRESEARCHWILLBEPARTICULARLYUSEFULFORTHETURKISHCYPRIOTNORTHPARTOFTHEISLANDTHATWASNOTABLETOJOINTHEEUATTHESAMETI
14、MEASITSCOUNTERPARTSINTHESOUTHTHEBANKINGSYSTEMINTHENORTHOFTHEISLANDNEEDSTOUNDERGOMAJORRESTRUCTURINGBEFORETHETURKISHCYPRIOTSCANALSOBECOMEAMEMBEROFTHEEUTHISPAPERWILLEMPHASIZETHEFACTTHATWHILE,THEBANKINGSYSTEMINTHENORTHHASTOBERESTRUCTUREDINLINEWITHEUPOLICYANDTOENABLETHEINTRODUCTIONOFTHEEUROASTHEOFCIALCUR
15、RENCY,ITISALSOESSENTIALTHATSERVICEQUALITYANDCUSTOMERSATISFACTIONARENOTOVERLOOKEDFURTHERMORE,THEPRESENTSTUDYWILLSHEDLIGHTONWHATCUSTOMERSAREEXPECTINGFROMBANKSINTERMSOFSERVICEQUALITYANDPROVIDEFEEDBACKTOOTHERSERVICESECTORSWITHINTHEGREEKCYPRIOTANDTHETURKISHCYPRIOTECONOMY5CONCLUSIONANDDISCUSSIONTHEDIVISIO
16、NOFCYPRUSAFTER1974HASRESULTEDINTWOSEPARATEAREASWHILETHENORTHOFTHEISLANDHASFACEDISOLATIONDUETOECONOMICANDPOLITICALEMBARGOES,THEAREAINTHESOUTHHASAOURISHINGECONOMYOFWORLDWIDESTANDARDSOURRESEARCHHASFOUNDTHATALTHOUGHTHEREISABIGDISCREPANCYBETWEENTHETWOAREASFROMANECONOMICSTANDPOINT,GENERALLY,THEEXPECTATION
17、SOFBOTHCLNANDCLSONSERVICEQUALITYITEMSASSUGGESTEDBYPARASURAMANETAL1988FELLSHORTOFTHEIRPERCEPTIONSINTERACTIONSBETWEENTHECUSTOMERANDTHESERVICEORGANIZATIONLIEATTHEHEARTOFSERVICEDELIVERYPEOPLEWHODELIVERTHESERVICEAREOFKEYIMPORTANCETOBOTHTHECUSTOMERTHEYSERVEANDTHEEMPLOYERTHEYREPRESENTYAVASETAL,1997ANGURETA
18、L,1999THEPRESENTSTUDYHASATTEMPTEDTOADDTOTHEEXISTINGLITERATUREONBANKSERVICEQUALITY,ESPECIALLYINASMALLISLANDECONOMYANDFROMTHEPERSPECTIVEOFTHECUSTOMERWHILETHEVEFACTORCONCEPTUALIZATIONOFSERVICEQUALITYDOESNOTHOLDINTHISSTUDY,SERVICEQUALITYDOESAPPEARTOBEOFAMULTIDIMENSIONALNATURETHELARGESTDISCREPANCYBETWEEN
19、EXPECTATIONSANDPERCEPTIONSFORBOTHCOMMUNITIESWEREINTERMSOF“EMPATHY”TOTHECUSTOMER,THEEMPLOYEEEXEMPLIESTHESERVICEBANKCUSTOMERSINBOTHAREASOFCYPRUSWANTAHIGHDEGREEOFINTERACTIONWITHBANKSTAFFTHATARESENSITIVETOTHEIRNEEDSANDEXPECTPERSONALIZEDSERVICEWHENOVERALLGAPSCORESFORBOTHCOMMUNITIESWERECOMPARED,THEREWASAS
20、IGNICANTDIFFERENCEINTERMSOFASSURANCEANDTANGIBLESDIMENSIONSCLNNDTHEIRBANKSMORERISKYTHANCLSDOTHISCANBEEXPLAINEDBYTHEFACTTHAT,THEBANKINGSECTORINTHENORTHHASNOINDEPENDENTMONETARYPOLICYANDUSESTHETURKISHLIRAASITSOFCIALCURRENCYTHUS,ITISVULNERABLETOEVENTHESLIGHTESTCHANGEINTHETURKISHECONOMYANDTHISISEVIDENTINT
21、HEINSTABILITYOFTHEYTLANDNANCIALTROUBLESTHATHAVEBEENCONSISTENTLYPLAGUINGTHEBANKINGSECTORINTHENORTHATOTALOFSEVENBANKSHAVELEDFORBANKRUPTCYINTHEPASTDECADEANDDEPOSITORSWHOHAVELOSTTHEIRMONEYHAVEHADTOWAITACONSIDERABLEAMOUNTOFTIMEBEFORETHEGOVERNMENTWASABLETODESIGNAPAYBACKSYSTEMUNLIKETHENORTH,THEBANKINGSECTO
22、RINSOUTHCYPRUSHASNEVEREXPERIENCEDANYBANKINGCRISESORPAYMENTSSYSTEMDISRUPTIONSSMIDANDZWART,2002TANGIBLESARELINKEDTOCONSUMERMEMORYANDNOTINSTANTREACTIONSTORECENTCONTACTWITHBANKPERSONNELTHETANGIBILITYGAPBETWEENCUSTOMERSOFBOTHAREASCANBEATTRIBUTEDTOTHEFACTTHATTHEBANKSINTHESOUTHAREESTABLISHEDANDDOBUSINESSAC
23、CORDINGTOEUROPEANUNIONLAWSACERTAINSTANDARDOFQUALITYANDCONSISTENCYOFSERVICEHASBEENCREATEDONTHEOTHERHAND,THEBANKSINTHENORTHDONOTHAVEASTANDARDPROCEDUREORSTANDARDLEVELOFQUALITYFORDOINGBUSINESSCLNHAVEBEENDISAPPOINTEDINTHEIR“RSTIMPRESSIONS”REGARDINGBANKSTHEYEXPECTMOREPROFESSIONALLOOKINGBANKSWITHMODERNMATE
24、RIALS,EQUIPMENTANDPRESENTABLESTAFFTHESENDINGSSHOWTHATCLNPERCEIVEVISIBLEASPECTSOFTHESERVICETOBEANINDICATOROFSERVICEQUALITYITISINTERESTINGTONOTETHATWHILEPARASURAMANETAL1988STATEDTHATTANGIBLESWERETHELEASTCRITICALDIMENSIONFORSERVICECUSTOMERS,THETANGIBLESDIMENSIONHASPROVEDTOBEANSIGNICANTFACTORINTHISRESEA
25、RCHANDBANKINGSTUDIESCARRIEDOUTINOTHERDEVELOPINGCOUNTRIESCARUANA,2002YAVASETAL,1997BEERLIETAL2004ANGURETAL,1999FACTORANALYSISREVEALEDTHATTHE“ASSURANCE,RELIABILITY,EMPATHYANDTANGIBLES”DIMENSIONSWEREEXPLANATORYVARIABLESINPREDICTINGCUSTOMERSATISFACTIONFORBANKCUSTOMERSLIVINGINBOTHAREASOFCYPRUSTANGIBLESAN
26、DEMPATHYINADDITIONTORESPONSIVENESSWEREALSOFOUNDTOBESIGNICANTPREDICTORSOFCUSTOMERSATISFACTIONINASTUDYCONDUCTEDBYYAVASETAL1997ONBANKCUSTOMERSINADEVELOPINGCOUNTRYLIKETURKEYTHEASSURANCEDIMENSIONOFTHESCALEHADTHEHIGHESTIMPACTONOVERALLCUSTOMERSATISFACTIONFORBOTHCLNANDCLSTHATIS,IFTHEBANKCANINSTILLFEELINGSOF
27、CONDENCEINITSCUSTOMERSREGARDINGTHEWAYTHEYHANDLECUSTOMERSAFFAIRSANDTHESAFETYOFBANKTRANSACTIONSANDIFTHEYCANDEALWITHCUSTOMERSINAPROFESSIONALANDCOMPETENTWAY,THEN,CUSTOMERSWILLBESATISEDWITHTHEIRBANKANDTAKETHISASTEPFURTHERBYRECOMMENDINGTHEBANKTOOTHERSZEITHAMLETAL1993SUGGESTSTHATPOORPERFORMANCEBYSERVICERMS
28、ISPRIMARILYDUETONOTKNOWINGWHATTHEIRCUSTOMERSEXPECTFROMTHEMBANKSARENOTCUSTOMERFOCUSEDINBOTHAREASOFCYPRUSADDITIONALLY,THEIRPRODUCTSARENOTTAILOREDTOMEETCLIENTDEMANDBANKSINCYPRUSAREINA“DEFACTOCARTEL”LIKEPOSITIONSMIDANDZWART2002ANDEXPLOITTHISSITUATIONWITHA“TAKEITORLEAVEIT”ATTITUDETOWARDSTHEBANKSERVICESTH
29、EYOFFERTHISATTITUDEISESPECIALLYPREVALENTINTHENORTHDUETOTHEBANKSTHATHAVEGONEBANKRUPT,CUSTOMERSINTHENORTHDONOTHAVEMUCHOFACHOICEINTHEBANKSTHEYWILLDOBUSINESSWITHSAFETYOFDEPOSITSBECOMESTHEIRRSTPRIORITYINTERMSOFCHOOSINGABANKTHISDEFACTOSTATUSENJOYEDBYBANKSINCYPRUSFACESTHERISKOFBREAKINGDOWN,ESPECIALLYNOWTHA
30、TTHESOUTHHASJOINEDTHEEUANDFOREIGNBANKSWILLHAVEEASIERACCESSTOTHEMARKETPOSSIBLEACCESSIONTOTHEEUFORTHENORTHHALFOFTHEISLANDLOOMSONTHEHORIZON,IFAPEACEAGREEMENTCANBEREACHEDUNDERNEWMARKETCONDITIONSTHATWILLARISEFROMEUACCESSION,IFTHEBANKSINBOTHAREASOFCYPRUSDONTUNDERSTANDANDFULLLCUSTOMERREQUIREMENTSANDENHANCE
31、SERVICEQUALITY,THEYWILLBEFACEDWITHALOSSOFCLIENTELEANDADETERIORATIONOFQUALITYOVERTHECOMINGYEARSFURTHERMORE,INTHECASEOFASETTLEMENTINTHEONGOINGCYPRUSPROBLEM,THESTRONGNANCIALPOSITIONOFTHECENTRALBANKOFCYPRUSCOULDBEDESTABILIZEDANDTHISCOULDDELAYTHEINTRODUCTIONOFTHEEUROASTHECOUNTRYSNEWOFCIALCURRENCY,THUS,AF
32、FECTINGTHEECONOMYASAWHOLE6MANAGERIALIMPLICATIONSSINCEITISMOREEXPENSIVETONDANDATTRACTANEWCUSTOMERTHANITISTORETAINANEXISTINGONESCHLESINGERANDHESKETT,1991,BANKSINBOTHAREASOFCYPRUSNEEDTOREDENETHEIRCORPORATEIMAGETOONETHATEMPHASIZESSERVICEQUALITYBYINTRODUCINGSTANDARDSFORSERVICEEXCELLENCE“FIRSTIMPRESSIONSC
33、OUNT”KEEPINGTHEIMPORTANCEOFTHISINMIND,BANKSINTHENORTH,NEEDTOREVAMPTHEAPPEARANCEOFTHEIRBANKSSOTHATTHEYPORTRAYAMORECONTEMPORARYIMAGEANDREACHTHESTANDARDSOFTHEIRCOUNTERPARTSINTHESOUTHOURSTUDYHASSHOWNTHATCUSTOMERSINBOTHAREASARELOOKINGFORBANKSTHATKEEPTHEIRPROMISES,INSTILLCONDENCEINTHECUSTOMERABOUTTHEWAYTH
34、EYHANDLETRANSACTIONS,PROVIDEPROMPTSERVICEANDHAVEEMPLOYEESTHATARECOMPETENTANDALWAYSWILLINGTOHELPTHECUSTOMERDUETOTHEHIGHLYINTERACTIVENATUREOFTHEEMPLOYEECUSTOMERRELATIONSHIP,INCLUDINGINPUTFROMEMPLOYEESONWHATCONSTITUTES“SERVICEEXCELLENCE”WILLBEBENECIALFORBANKSINBOTHAREASBANKSINCYPRUSALSONEEDTOREASSESSWH
35、ATCUSTOMERSEXPECTFROMTHEMINTERMSOFPRODUCTSANDSERVICESANDTHUS,PROVIDECLIENTSPECICSERVICESTHEBANKINGSECTORINBOTHAREASOFCYPRUSNEEDSTOINVESTINEMPLOYEETRAININGPROGRAMSTHATWILLPROVIDEEMPLOYEESWITHANUNDERSTANDINGOFSERVICECULTUREANDSERVICEEXCELLENCEPARTICULARLYATFRONTLINELEVELSEMPLOYEETRAININGPROGRAMSSHOULD
36、FOCUSONINTERPERSONALCOMMUNICATIONANDCUSTOMERCAREFACTORSINORDERTOBEABLETOMEETTHECUSTOMERSNEEDFOR“PERSONALIZEDSERVICE”EMPLOYEESINTERACTINGWITHCUSTOMERSINAPROFESSIONALMANNERWILLBEABLETOPROVIDETHESERVICEWITHANEMPHATICAPPROACH,WILLBEABLETOPROMPTLYRECOVERSERVICEFAILURESANDALSOENSURETHATTHESERVICEDELIVERED
37、ISCONSISTENTWITHTHESERVICEPROMISEDTHISWILLRESULTINHIGHCUSTOMERSATISFACTIONANDRETENTION,EXTENDTHEZONEOFCUSTOMERTOLERANCEFORSERVICEFAILURES,INCREASERECOMMENDATIONSABOUTTHEBANKTOOTHERSANDINCREASECUSTOMERLOYALTYPARASURAMANETAL,1991BCARUANA,2002REICHHELD,1996WITHINTHECYPRIOTBANKINGINDUSTRY7LIMITATIONSAND
38、FUTUREOFTHESTUDYTHEREWERESOMELIMITATIONSFACEDINTHISSTUDYTHEMOSTIMPORTANTONEISTHEDIFCULTYINCONDUCTINGINTERVIEWSWITHTHERESPONDENTSTHEBORDERSBETWEENTHENORTHANDTHESOUTHARENEWLYOPENEDANDTHEREFORE,THEPEOPLEOFCYPRUSARENOTACCUSTOMEDTOCROSSCULTURALINTERACTIONLETALONECROSSCULTURALRESEARCHTHISMAYHAVERESTRICTED
39、OURPOTENTIALSAMPLESIZETHEFACTTHATCONVENIENCESAMPLINGWASUSEDTOCOLLECTDATAFROMBANKCUSTOMERS,MAYHAVERESTRICTEDTHEPOSSIBILITIESOFTAKINGAMOREHOMOGENIZEDSAMPLEINTERMSOFGENDERANDOTHERDEMOGRAPHICFACTORSDATAONEXPECTATIONSANDPERCEPTIONSOFCUSTOMERSHADTOBECOLLECTEDATTHESAMETIMERATHERTHANATDIFFERENTINTERVALSDUET
40、OTHESAMPLINGMETHODUSEDATTHENATIONALLEVEL,THISTYPEOFSTUDYCOULDBEREPLICATEDINOTHERSERVICESECTORSINBOTHAREASOFTHEISLAND,SUCHASTRAVEL,HIGHEREDUCATION,TOURISM,ANDHEALTHASOLUTIONTOTHECYPRUSPROBLEMWILLBRINGCONSIDERABLECHANGES,ESPECIALLYTOTHENANCIALANDBANKINGSECTORSINTHEISLANDAFOLLOWUPSTUDYWHICHCOULDBEEXPAN
41、DEDTOALSOINCLUDEMINORITYGROUPSTHATHAVESETTLEDONTHEISLANDSUCHASBRITISH,ARABS,RUSSIANSETCMAYBECONDUCTEDTOSEEWHATHAPPENSTOCUSTOMERPERCEPTIONSOFQUALITYANDSATISFACTIONIFTHEISLANDASAWHOLEBECOMESAMEMBEROFTHEEUTHISSTUDYCOULDBEEXTENDEDBYLOOKINGATTHERELATIONSHIPBETWEENSERVQUAL,CUSTOMERSATISFACTIONANDTHEOTHERB
42、EHAVIORALOUTCOMESASANALALTERNATIVE,FUTURERESEARCHEFFORTSATANATIONALSCALECOULDBEDIRECTEDATFRONTLINEBANKEMPLOYEESANDHOWTHEYCANENHANCESERVICEDELIVERYATANINTERNATIONALLEVEL,THESTUDYCANBEIMPLEMENTEDINTHEBANKINGSECTORSOFOTHERSMALLISLANDECONOMIES出处HUSEYINARASLI，SALIHTURANKATIRCIOGLU,SALIMEMEHTAPSMADIINTERN
43、ATIONALJOURNALOFBANKMARKETINGVOL23NO7,2005PP508526标题土耳其塞浦路斯和希腊语地区的银行业的服务质量比较译文1、序言服务在世界经济中越来越重要。在2000年服务贡献占世界国内生产总值（GDP）的663。由于某些接收的特性，如无形性，异质性，不可分离性和易逝性的特点，服务是难以管理。随着服务业的日益突出加上服务的复杂，就要求提高的服务质量。因此，服务质量问题在制造业和服务部门的组织正日益被认为战略价值的关键之一（LEWIS,1991）。服务质量，使公司能够区别于竞争对手，增加销量和市场份额，从而提高客户和员工的满意度，降低客户流失率，致使重复购买和
44、品牌忠诚度，通过积极地口碑吸引新客户（LEWIS,1991NEWMAN,2001CARUANA,2002WANGETAL,2003）。银行和金融服务是服务行业的重要组成部分（MISHKIN,2001）。按照全球金融环境更为一体化趋势，在世界银行业的许多监管，结构和技术发生着变化。跨国银行正在扩大，提供有竞争力的服务多样化的服务组合和结构调整，以使快速的技术的使用，满足客户不断变化的需求。欧盟一直在促进全球银行业的重要作用。欧盟内部通过消除阻碍跨境分支做法致力于整合部门，已经协调和规范了金融服务。由于这些措施，银行服务和客户关系的性质正在发生变化。在美国银行正面临来自国际银行竞争，以及银行市场地
45、域限制被淘汰。除了这个，在许多发展中国家银行部门正在经历变化，以便跟上世界潮流（YEASETAL,1997）。给客户提供优质的服务和产品是当今全球化和竞争环境中成功和生存所必需的（WANGETAL,2003）。银行业是一个高投入产业。对于银行，无论是零售还是企业级客户都是重要的。随着电子银行变得越来越普遍，但用户仍然倾向于衡量银行的个人服务的质量，而不是支持他们获得的技术支持。顾客满意是服务机构的另一个重要方面并且与服务质量密切相关（BOLTONANDDREW,1991CRONINANDTAYLOR,1994SPRANGANDMACKAY,1996）。随着服务质量大大提高，客户满意率上升。提高
46、客户满意度导致诸如承诺，留任意愿（客户保留）的行为，一个在服务提供者和使用者（债券）关系间的的合作创建双赢的结果。对于失败的服务提高客户的宽容度和组织积极地口碑广告（REICHHELD,1996HESKETTETAL,1997,GOODEANDMOUTINHO,1995NEWMAN,2001）。在银行业，服务质量与客户满意度已经联系在一起。银行现在知道，为客户提供优质的服务是在当今全球化和竞争的环境中成功和生存至关重要的（WANGETAL,2003）。迄今为止的研究，2MOST集中于服务质量在美国和欧洲的银行界。虽然一些最近的研究，已经开始研究服务质量在发展中国家（YAVASETAL,1997
47、ANGURETAL,1999SURESHCHANDARETAL,2003）。据我们所知，这项研究是独一无二的，它在经济中的一个小岛银行业的样子。这是一个分为两部分，一个在北方发展中，在南部的发达相对于欧盟标准开发的岛屿。这项研究的结果是广范的将其他小岛屿的经济或发展中国家得需要改组他们的金融体系作为加入欧盟的先决条件。我们的研究对那些在土耳其族塞浦路斯（北）岛上与南部同行而不能够加入欧盟的部分特别有用。在该岛北部的银行体系需要进行重大改组前的土耳其裔塞浦路斯人也可以成为欧盟成员国。本文将强调一个事实，虽然，北方银行系统必须在与欧盟的政策调整，以及使作为官方货币欧元的推出，它同样重要的是服务质量
48、和客户满意度不被忽视。此外，本研究将揭示了客户期望从银行在服务质量和方面的反馈，并提供在希腊塞浦路斯和土耳其塞浦路斯经济的其他服务行业的信息。5、结论与讨论塞浦路斯1974年分裂后，已导致两个独立的区域。虽然港岛北部面临由于经济和政治封锁的隔离，而南区有一个世界标准的经济繁荣。我们的研究发现，虽然两个地区之间从经济角度来看，总体来说还存在着很大的差异，PARASURAMAN建议（1988年）对CLS和CLN的服务质量的期望短期都有下降。客户和服务组织的互动核心在于提供服务。谁提供的服务无论是对提供服务的顾客还是雇主代表都是至关重要的。（YAVASETAL,1997ANGURETAL,1999）
49、。本研究试图增加对银行的服务质量现有的文献，特别是在小岛屿经济，从客户在服务质量五要素概念看是不成立，但从本研究的角度来看，服务质量不会出现是一个多层面的性质。期望和看法之间最大的差异对于社区都是所谓的“移情”。对于客户，员工体现了服务。在塞浦路斯地区的银行客户与银行工作人员高度互动，对他们需求和高度个性化的服务很敏感。当整体的得分与在社区间比较，有显著地保证和条件尺寸。CLN发现他们的银行和CLS比风险更大。这可以解释的事实是，在北银行业没有独立的货币政策，并使用土耳其里拉作为其官方货币。因此，很容易甚至改变土耳其经济，这个证明在YTL下不稳定和金融困境已持续困扰着北银行业。在过去十年中一共有七家银行申请破产，那些失去钱的客户在政府能够设计一个回报系统之前不得不等待相当长的一段时间。不同与北部，南塞浦路斯的银行界从来没有经历过任何银行危机或支付系统中断（SMIDANDZWART,2002）。有形资产联系着客户的记忆，而不是最近与银行工作人员的即时反应。这两个地区之间的差距可以归于以下事实南方的银行根据欧盟法律建立和开展业务。某个服务的质量和一致性标准已创建。另一方面，在北方的银行并没有一个标准程序或质量标准水平开展业务。CLN对于银行的“第一印象”很让人失望。他们希望更专业的银行，现代的材料，设备和像样
