Service improvement in Hong Kong retail banking through satisfied and committed employees

Abstract

Although a great deal of research attention has been attracted to the field of service quality, the focus in Asian markets is often under-researched. Service quality is now considered a critical success factor in the banking sector. Using empirical data derived from the Hong Kong retail banking sector, this research attempts to examine the impact of job satisfaction and organisational commitment on the quality of retail banking services provided by customer contact employees of ten Chinese licensed banks in Hong Kong. By using a questionnaire survey, 109 responses were gathered and factor analysis and multiple regression analysis were deployed. Results indicated that intrinsic job satisfaction and affective commitment contributed to service quality.