Özet:

The purpose-of the present study is to investigate whether the Critical Incidents Technique could be applied to improve the service quality, and therefore the service efficiency in one of the leading sectors of business, the banking sector. The sampling group, consisting of 1015 households, identified both favorable and unfavorable incidents they are faced in a bank. These incidents are then classified into categories, which are adapted from SERVQUAL. The number of incidents falling into each category shows the main factors affecting service quality in banking. Analysis indicate that "empathy" is the major factor in both the favorable and unfavorable events, while the least important factor is found to be the "price" factor in favorable events and "physical assets" factor in unfavorable events.

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