Main Article Content

Authors

Quality assessment is an essential process of quality management in banking institutions; its effective development constitutes a dynamic element in the achievement of the basic principle of improvement, an essential objective as well, of quality management. This process has been studied by authors and institutions that have provided heterogeneous approaches to develop it. Thus, in this reflection article, using theoretical systematization as a methodology, the models described in the literature on the evaluation assessment of the quality of services and their contextualization to banking are exposed from a critical position, concluding that they are limited with respect to the need to develop this process from a systemic conception consistent with the total approach to quality, prevailing a perspective restricted to assessing the quality perceived by consumers and avoiding the determination of compliance with the requirements of other interested parties. In an effort to mitigate the situation mentioned above, emphasis is placed on the need to understand the process of assessing the quality of the banking service as the deployment of a systemic set of periodic operations, associated with obtaining and interpreting reliable and valid information on the degree of conformity of the quality requirements of the banking service to be considered and, on its basis, contribute to its improvement, a fact that would make possible the production of research results that, from a systemic approach, includes three components (configurational, evaluative and transforming of the banking service object of evaluation).

Juan Carlos Mayo Alegre, Universidad de Las Tunas

Assistant professor, Center of Studies of Management, School of Economics, Universidad de Las Tunas, Cuba. Economist Engineer, Járkov University, Ukraine, Doctor on Economic Sciences, Universidad de Las Tunas, Cuba.

Néstor Alberto Loredo Carballo, Universidad de Camagüey

Principal Professor, Center for Business and Territorial Studies, School of Economics, Universidad de Camagüey, Cuba. Economist Engineer, Járkov University, Ukraine, Doctor on Economic Sciences, Universidad de Las Habana, Cuba.

Luis Carlos Fernández Cobas, Universidad de Las Tunas

Principal Professor, Center of Studies of Management, School of Economics, Universidad de Las Tunas, Cuba. Education Degree, Instituto Superior Pedagógico “Pepito Tey”, Cuba, Doctor on Educational Sciences, Universidad de Ciencias Pedagógicas “José de la Luz y Caballero”, Cuba.

Eriberto Bauzá Vázquez, Universidad de Las Tunas

Principal Professor, Center of Studies of Management, School of Economics, Universidad de Las Tunas, Cuba. Psychology Degree, Universidad Central de Las Villas, Cuba, Doctor on Pedagogical Sciences, Universidad de Oriente, Cuba.

Mayo Alegre, J. C. ., Loredo Carballo, N. A., Fernández Cobas, L. C., & Bauzá Vázquez, E. . (2020). The service quality assessment in the banking services context. Cuadernos De Administración, 36(68), 58–70. https://doi.org/10.25100/cdea.v36i68.9557

Abdul Khader, D., & Madhavi, C. (2017). Progression of Service Quality Concepts. Global Journal of Management and Business Research: A Administration and Management, 17(6). Retrieved from https://journalofbusiness.org/index.php/GJMBR/article/view/2288/2189

Al-Jazzazi, A., & Sultan, P. (2015). Banking Service Quality in the Middle Eastern and GCC Countries: Understanding the Future Research Directions. Asian Journal of Business Research, 37-49. Retrieved from http://www.magscholar.com/joomla/images/docs/ajbr/ajbrv5n1/ajbr150003.pdf

Ameer, I. (2014). Satisfaction- A behavioral perspective on consumer: Review, criticism and contribution. International Journal of Research Studies in Management, 3(1), 75-82. Retrieved from http://www.consortiacademia.org/index.php/ijrsm/article/download/406/244

Asif, M., Awan, M. U., Jajja, M., & Ahmad, H. (2016). Developing a scale for service quality measurement in banks. International Journal of Services and Operations Management, 23(2). Retrieved from https://www.researchgate.net/publication/289495452_Developing_a_scale_for_service_quality_measurement_in_banks

Berdugo Correa, C. R., Barbosa Correa, R. A., & Prada Angarita, L. M. (2016). Variables rele–vantes para la medición de la calidad percibida del servicio bancario. DYNA, 83(197), 213-222. Retrieved from https://www.researchgate.net/requests/attachment/24352396

Camisón, C., Cruz, S., y González, T. (2006). Gestión de la calidad: conceptos, enfoques, modelos y sistemas. Madrid, España: Pearson Educación S.A. Retrieved from http://www.freelibros.org/administracion/gestion-de-la-calidad-conceptos-enfoques-modelos-y-sistemas-cesar-camison.html

De Barros Jerônimo, T., & Medeiros D. (2014). Measuring quality service: The use of a SERVPERF scale as an input for ELECTRE TRI multicriteria model. International Journal of Quality & Reliability Management, 31(6), 652-664. http://dx.doi.org/10.1108/IJQRM-06-2012-0095

Ensslin, L., Ensslin, S. R., & Pinto, H. De M. (2013). Processo de Investigação e Análise Bibliométrica: Avaliação da Qualidade dos Serviços Bancários. Revista de Administração Contemporânea, 17(3), 325-349. http://dx.doi.org/10.1590/S1415-65552013000300005

Freitas de Amorim Filho, R., Coutinho de Melo, F. J., Neves de Queiroz Claudino, C., de Barros Jeronimo, T., & Dumke de Medeiros, D. (2015, outubro). Avaliação da qualidade em servicios bancários: um estudo de caso em bancos comerciais. XXXV Encontro Nacional de Engenharia de Produção. Fortaleza, Brasil. Retrieved from http://www.abepro.org.br/biblioteca/TN_STO_207_232_26517.pdf

González Álvarez, R. (2013). Procedimiento para la evaluación de la calidad percibida de los servicios bancarios. Revista Ingeniería Industrial, 12(2), 43-62. Retrieved from http://dialnet.unirioja.es/servlet/articulo?Codigo=4734935

González Álvarez, R. (2015). Evaluación de la calidad del servicio percibida en entidades Bancarias a través de la escala Servqual. Revista Ciencia e Ingeniería Neogranadina, 25(1), 113-135. Retrieved from http://dialnet.unirioja.es/servlet/articulo?Codigo=5136105

Grazhdani, S., & Vërçuni, A. (2015). Determinants of Customer – Perceived Service Quality in the Albanian Banking Industry. European Journal of Economics and Business Studies, 2(1), 223-224. Retrieved from http://ejes.euser.org/issues/may-august-2015/Soniela-determinants.pdf

Grazhdani, S., Vërçuni, A., & Merrollari, K. (2015). Bank service quality dimensions in developing and transition economies – The case of Albania. Mediterranean Journal of Social Sciences, 6(4), 340-347. Retrieved from http://www.mcser.org/journal/index.php/mjss/article/download/6938/6642

Grönroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36-44. Retrieved from http://www.researchgate.net/publication/233522386_A_Service_Quality_Model_and_Its_Marketing_Implications

Grönroos, C. (1988). Service Quality: the Six Criteria of Good Perceived Service Quality. Review of Business, 9(3),10-13. Retrieved from https://www.homeworkmarket.com/sites/default/files/qx/16/08/15/02/service_quality.pdf

Gummerus, J., & Von Koskull, C. (Eds.). (2015). The Nordic School-Service Marketing and Management for the Future. Helsinky, Finland: CERS, Hanken School of Economics. Retrieved from https://helda.helsinki.fi/dhanken/handle/10138/156531

Idrovo Arguello, M. A. (2019). La calidad del servicio bancario en un contexto post-crisis: efectos emocionales en el cliente sobre su comportamiento. (Tesis de Doctorado), Universitat Jaume I, Castellón de la Plana, España. Recuperado de https://dialnet.unirioja.es/servlet/tesis?Codigo=247183

Islam, S., & Ali, B. (2011). Measuring Service Quality of Banks: An Empirical Study. Research Journal of Finance and Accounting, 2(4), 74-85. Retrieved from http://pakacademicsearch.com/pdf-files/ech/519/74-85%20Vol%202,%20No%204%20(2011).pdf

Jain, P., & Aggarwal, V. S. (2015). Service quality models: a review. BVIMSR’s Journal of Management Research, 7(2), 125-136. Reuperado de http://www.bvimsr.com/documents/publication/2015V7N2/07.pdf

Kursunluoglu Yarimoglu, E. (2014). A Review on Dimensions of Service Quality Models. Journal of Marketing Management, 2(2), 79-93. Retrieved from http://jmm-net.com/journals/jmm/Vol_2_No_2_June_2014/5.pdf

Ladhari, R. (2009). A review of twenty years of SERVQUAL research. International Journal of Quality and Service Sciences, 1(2), 172-198. Retrieved from http://www.emeraldinsight.com/doi/abs/10.1108/17566690910971445

Lau, M. M., Cheung, R., Lam, A., y Chu, Y. T.(2013). Measuring Service Quality in the Banking Industry: A Hong Kong Based Study. Contemporary Management Research, 9(3), 263-282. Retrieved from www.cmr-journal.org/article/download/11060/pdf.

Marques Santos, A., H., & Cândido, C., J., F. (2016). Avaliação da qualidade dos serviços bancários online: Proposta de integração dos modelos SERVQUAL, Kano e QFD. Tourism & Management Studies, 12(2), 145-153. Retrieved from http://www.scielo.mec.pt/scielo.php?Script=sci_arttext&pid=S2182-84582016000200016

Martínez García, J. A. (2009). Nuevas aportaciones a la investigación de la calidad percibida en los servicios. (Tesis de Doctorado). Universidad Politécnica de Cartagena, Cartagena. Recuperado de https://dialnet.unirioja.es/servlet/tesis?Codigo=50277

Martínez García, J. A., y Martínez Caro, L. (2010a). Some insights on conceptualizing and measuring service quality. Journal of Retailing and Consumer Services, 17, 29-42. Retrieved from http://dx.doi.org/10.1016/j.jretconser.2009.09.002

Martínez García, J. A., & Martínez Caro, L. (2010b). Rethinking perceived service quality: An alternative to hierarchical and multidimensional models. Total Quality Management, 21(1) 93-118. Retrieved from https://es.scribd.com/document/293891898/03090569610105762-pdf

Mauri, A. G., Minazzi, R., & Muccio, S. (2015). A Review of Literature on the Gaps Model on Service Quality: A 3-Decades Period: 1985–2013. International Business Research, 6(12), 134-144. Retrieved from http://www.ccsenet.org/journal/index.php/ibr/article/viewfile/30352/18681

Miguel-Dávila, J. A., y Florez-Romero, M. (2008). Calidad del servicio percibida por clientes de entidades bancarias de Castilla y León y su repercusión en la satisfacción y la lealtad a la misma. Pecunia, Extra 1, 105-128. Retrieved from http://dialnet.unirioja.es/descarga/articulo/3104702.pdf

Moros Ochoa, M. A. (2010). Impacto de las nuevas tecnologías en la calidad de servicio del sector bancario y su influencia en la satisfacción del cliente. Caso de estudio: Banco Sofitasa-Venezuela. (Tesis Doctoral), Universidad de Deusto, San Sebastián. Recuperado de https://dialnet.unirioja.es/servlet/tesis?Codigo=119506

Parasuraman, A., Zeithaml, V., y Berry, L. L. (1985). A Conceptual Model of Service Quality and its Implications for Future Research. Journal of Marketing, 49, 41-50. Retrieved from http://www.researchgate.net/publication/225083670

Parasuraman, A., Zeithaml, V., & Berry, L.L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of services quality. Journal of Retailinng, 64, 12-40

Parasuraman, A., Zeithaml, V., & Berry, L.L. (1991). Refinement and Reassessment of the Servqual Scale. Journal of Retailing, 67, 420-450. Retrieved from http://www.researchgate.net/publication/247373898

Parasuraman, A., Zeithaml, V., y Berry, L.L. (1994). Reassessment of Expectations as a Comparation Standard in Measuring Service Quality: Implications for Further Research. Journal of Marketing, 58, 111-124. Retrieved from http://www.researchgate.net/publication/238383276

Pattanayak, D., y Maddulety, K. (2013). Total quality management for banking sector: conceptualization and scale development. International Journal of Quality and Innovation, 2(2), 158-174. Retrieved from https://www.inderscience.com/info/inarticle.php?Artid=57004

Paul, J., Mittal, A., & Srivastav, G. (2016). Impact of Service Quality on Customer Satisfaction in Private and Public Sector Banks. International Journal of Bank Marketing, 34(5), 602-622. Retrieved from https://www.researchgate.net/publication/303955009

Pérez-Rave, J. I., y Muñoz-Giraldo, L. (2014). Espacio literario relevante sobre la evaluación de la calidad del servicio: países de realización de los estudios, índices de fiabilidad, hipótesis y desafíos. Ingeniria, Investigación y Tecnología, XV(03), 479-492. Recuperado de https://www.elsevier.es/es-revista-ingenieria-investigacion-tecnologia-104-pdf-S1405774314703567

Polyakova, O., & Mirza, M. (2015). Perceived service quality models: are they still relevant? The Marketing Review, 15(1), 59-82. Retrieved from http://shura.shu.ac.uk/10175/3/Polyakova_Mirza_PSQM.pdf

Ramezani Ghotbabadi, A., Feiz, S., & Baharun, R. (2015). Service Quality Measurements: A Review. International Journal of Academic Research in Business and Social Sciences, 5(2). Retrieved from http://hrmars.com/hrmars_papers/Service_Quality_Measurements_A_review.pdf

Reyes Benítez, S. N. (2010). Evaluación de la calidad del servicio de la sucursal 6432 del BPA Las Tunas. (Tesis en opción al título académico de Master en Administración de Negocios), Universidad de Camagüey, Camagüey, Cuba.

Rodrígues, L. L. R., Barkur G., Varambally, K. V. M., & Motlagh, F. G. (2011). Comparison of SERVQUAL and SERVPERF metrics: an empirical study. The TQM Journal, 23(6), 629-643. Retrieved from http://dx.doi.org/10.1108/17542731111175248

Rotondaro Pereira, V., Monteiro de Carvalho, M., & Gilioli Rotondaro, R. (2013). Um estudo bibliométrico sobre a evolução da pesquisa da qualidade em servicio. Produção, 23(2), 312-328. Retrieved from http://www.prod.org.br/files/v23n2/v23n2a08.pdf

Sánchez Hernández, R. M. (2008). La calidad de servicio desde un enfoque psicosocial: estructura, diferencias individuales y análisis multinivel. (Tesis de Doctorado), Universitat de Valencia, Valencia. Recuperado de http://hdl.handle.net/10803/10198

Sangeetha, J., & Mahalingam, S. (2011). Service quality models in banking: A review. International Journal of Islamic and Middle Eastern Finance and Management, 4(1), 83-103. Retrieved from http://dx.doi.org/10.1108/17538391111122221

Santiago Merino, J. (1999). La calidad de servicio bancario. Entre la fidelidad y la ruptura. (Tesis Doctoral), Universidad Complutense de Madrid, Madrid. Recuperado de http://biblioteca.ucm.es/tesis/19972000/S/2/S2034501.pdf‎Similares

Seth, N., Deshmukh S. G., & Vrat, P. (2005). Service quality models: a rewiew. International Journal of Quality & Reliability Management, 22(9), 913-949. Recuperado de http://www.emeraldinsight.com/doi/pdfplus/10.1108/02656710510625211

Talib, F. (2013). An Overview of Total Quality Management: Understanding the Fundamentals in Service Organization. International Journal of Advanced Quality Management, 1(1), 1- 20. Retrieved from http://management.cloud-journals.com/index.php/IJAQM/article/viewfile/Mgmt-58/pdf

Talib, F., Rahman, Z., & Qureshi, M. N. (2012). Total quality management in service sector: a literature review. International Journal Business Innovation and Research, 6(3), 259-301. Retrieved from www.inderscienceonline.com/doi/abs/10.1504/IJBIR.2012.046628

Titko, J., Lace, N., & Kozlovskis, K. (2013). Service quality in banking: developing and testing measurement instrument with latvian sample data. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis. LXI(2), 507-516. http://dx.doi.org/10.11118/actaun201361020507

Torres Fragoso, J., y Luna Espinoza, I. (2017). Evaluación de la percepción de la calidad de los servicios bancarios mediante el modelo SERVPERF. Contaduría y Administración, 62(4), 1270-1293. https://doi.org/10.1016/j.cya.2016.01.009

Torres Samuel, M., y Vásquez Stanescu, C. L. (2015). Modelos de evaluación de la calidad del servicio: caracterización y análisis. Compendium, (35), 57-76. Recuperado de http://www.ucla.edu.ve/dac/compendium/revista35/Compendium_35_2015_4.pdf

Ushantha, R. A. Ch., Wijeratne, A.W., & Samantha P. A. P. (2014). Customers’ Perception on Service Quality towards Satisfaction: An Application of SERVPERF in State Sector Banks in Sri Lanka. European Journal of Business and Management, 6(4), 72-81. Retrieved from https://www.semanticscholar.org/paper/Customers%E2%80%99-Perception-on-Service-Quality-towards-An-Ushantha-Wijeratne/63042e1c5fe5c8deddf61a3630e4448529a25c1f

Vera, J., y Trujillo, A. (2018). Medir desempeño del servicio de bancos detallistas en México: una adaptación del Servperf. Contaduría y Administración, 63(4), 1-18. https://doi.org/10.22201/fca.24488410e.2018.1106

Zeithaml, V., Parasuraman, A., y Berry, L. (1993). Calidad total en la gestión de servicios. Madrid, España: Editorial Díaz de Santos.