Applying importance-performance analysis to evaluate banking service quality

Abstract

In an increasingly competitive market, the identification of the most important aspects and the measurement of service quality as perceived by the customers are important actions taken by organizations which seek the competitive advantage. In particular, this scenario is typical of Brazilian banking sector. In this context, this article presents an exploratory case study in which the Importance-Performance Analysis (IPA) was used to identify the strong and the weak points related to services provided by a bank. In order to check the reliability of the questionnaire, Cronbach's alpha and correlation analyses were used. The results are presented and some actions have been defined in order to improve the quality of services.

Keywords

• Análise Importância-Desempenho. Qualidade em Serviços. Serviços bancários.