Service Quality Under Information Asymmetry-Evidence from Banking Institution
Date Issued
2009
Date
2009
Author(s)
Yu, Yi-Jhen
Abstract
Banks face operation difficulties under the impact of the financial crisis and the economic recession in recent years. Balanced Scorecard translates strategic objectives into the performance measurement indicators, so the whole organization will implement strategies with a heart. Therefore, many enterprises have started to adopt Balanced Scorecards to enhance their competitive power. How to measure the service quality is a very important and difficult issue in the customer dimension of Balanced Scorecard. The major businesses of commercial banks include counter services, mortgages and corporate banking. Counter services have low information asymmetry； mortgages have mediate information asymmetry；corporate banking has high information asymmetry. This study has three research purposes. First research purpose is to exam whether information asymmetry effects on customer satisfaction. Second research purpose is to exam whether information asymmetry causes the gap of satisfaction between suppliers and customers. Third research purpose is to exam whether information asymmetry effects on customers’ perceived importance of service quality items. Research hypotheses are developed from the degrees of information asymmetry of counter services, mortgages and corporate banking. This study is based on questionnaire research method. Questionnaires which measure the service quality of counter services, mortgage and corporate banking are designed base on the literature review and consultation from area experts. This study selects samples including not only demanders but also suppliers. Descriptive statistics and T-test are adopted to analyze data after gathering questionnaires. The adopted statistic analysis tool was SPSS 17.0 and the induced conclusions are as follows..Overall satisfactions toward the service quality of counter services between suppliers and demanders are not significantly different..Overall satisfactions toward the service quality of mortgages between suppliers and demanders are significantly different..Overall satisfactions toward the service quality of corporate banking between suppliers and demanders are significantly different..Customers’ overall satisfactions toward the service quality of counter services and mortgages are significantly different..Customers'' overall satisfactions toward the service quality of mortgages and corporate banking are not significantly different..Customers'' overall satisfactions toward the service quality of counter services and corporate banking are significantly different..The difference of overall satisfactions toward the service quality of mortgages between suppliers and demanders is larger than that of counter services..The difference of overall satisfactions toward the service quality of corporate banking between suppliers and demanders is not larger than that of mortgages..The difference of overall satisfactions toward the service quality of corporate banking between suppliers and demanders is larger than that of counter services.0.Customers emphasize the information when the degree of information asymmetry of the service is high.
Subjects
information asymmetry
bank
service quality
customer satisfaction
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