Evaluación de la percepción de la calidad de los servicios bancarios mediante el modelo SERVPERF

The purpose of this paper is to assess the quality of the services provided by two major banks in Mexico. The case study is with reference to the branches located in the four major cities of the Isthmus of Tehuantepec: Ixtepec, Juchitán, Tehuantepec and Salina Cruz. The strategic method adopted for this research was the application of a modified version of the SERVPERF model, one of the most important models in this type of study. The SERVPERF model assesses customers' perceptions according to five criteria: reliability, responsiveness, security, empathy, and tangible factors. Strictly speaking, these criteria or dimensions combined define the quality of the services. The results indicate that the overall customers' valuation of both banks with regard to their services is high; these results might respond to very low expectations according to specific socioeconomic variables. Additionally, significant differences in users' perception among groups of people according to various analyzed variables such as occupation, education, and age ranges were found.