ANALYSIS OF MODERN METHODS TO ASSESS THE QUALITY OF BANKING SERVICES
Importance. With a view of further modernization and development of service quality measurement methods scientists ought to systemize and critically analyze existing ones, deploying conceptual approach for instance. Presently none of such classification is offered. Objective: systematization of existing bank service quality measurement methods, analysis of one most popular of them, exploring its benefits and drawbacks. Methods. Work on theoretical and practical articles, analysis and synthesis, service quality measurement methods conceptualization. Conclusions and Relevance. Three quality concepts are offered: deviation, satisfaction and gaps - along with service quality measurement methods accordingly - CIT, CEI, SERVQUAL / SERVPERF. Virtues and shortcomings of most popular method SERVQUAL are disposed for further discussion which may eventually lead to new service quality measurement method or even new quality concept