Service quality assessment: a comparison of Turkish and German bank customers

The study first seeks to determine the underlying configurations of service quality perceptions between Turkish and German bank customers and then tries to ascertain the extent of cross‐cultural congruence.

Samples of Turkish and German bank customers serve as the study setting. Usable responses were obtained from 156 Turkish and 226 German customers.

Results show that the underlying configurations of service quality items decompose into three factors for both groups. The extent of congruence between the two groups is strong.

Replications among other samples are needed to validate the current findings.

The overall consistencies between the Turkish and German consumers suggest that a standardized approach is feasible for multinational banks operating in the two countries.

The factor congruency technique was employed to determine the extent of similarities and disparities between the two groups. Emergence of cross‐cultural similarities carries implications for bank managers.