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The impact of national culture on the bank’s perception towards service quality : The case of banking sector in Serbia

Abstract : Culture is often seen as a group phenomenon, which influences individuals in it. The individual’s perception, values and thoughts are often influenced by the cultural context in which they are living in. The values represent certain type of system, which influences how we generate and receive certain information, motivates our actions and behavioral pattern, and differentiate us from the members of other value systems. This study investigates the effect of national culture on the employee’s perception in Serbian banks, towards the service quality. The study includes a literature review about culture in general, national culture and cultural dimensions, organizational culture, service quality, exploring gaps in the literature which calls for further research. In addressing one of the gaps, a research model has been developed, which illustrated the possible relationship between the national culture dimensions and bank’s service quality dimensions. The model has been utilized as framework and guided us during the empirical research. The empirical research was conducted in eight banks in Serbia. The main findings suggest that there is significant influence of national culture on bank’s service quality. Secondly, study found that banks per se have influence on employee’s perception regarding bank’s service quality.
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Submitted on : Friday, January 10, 2020 - 3:33:06 PM
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  • HAL Id : tel-02435144, version 1

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Enes Hamzagic. The impact of national culture on the bank’s perception towards service quality : The case of banking sector in Serbia. Business administration. Université Côte d'Azur, 2019. English. ⟨NNT : 2019AZUR0019⟩. ⟨tel-02435144⟩

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