Abstract:

There are many factors that affect consumer perception in services. Consumer perceived risk and perceived quality are two of these factors. The Quality concept is an important factor that effects consumer satisfaction in service sector. It impacts risk perception and quality evaluations. Although there are some studies which take in services in literature; studies are mostly about intensive product. Nevermore; it is noteworthy, there are lots of studies about quality evaluations in services but studies about service quality and perceived risk relationship is limited. In Turkey, there is no study about perceived risk and quality relationship in service sector. In this study; banking sector has been researched because of being effected by risk and quality of consumer perceptions. This study is analyzing the impact of consumers' perceived risk on the perceived service quality in services in banking sector. Consumers' perceived risk and quality is measured as multi-dimension. Relationship of perceived risk and quality is analyzed in dimensional terms. Research hypotheses were tested using structural equation modeling. According to the results of the study; the dimensions of perceived risk in the banking affect all dimensions of perceived quality. On the perceived quality of the banking sector; psychological risk impact is the most.

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