Evaluating service quality and customer satisfaction evaluation in an emerging markets

Steve Greenland, John Coshall, Ian Combe

Research output: Contribution to journalArticlepeer-review


Developing economies offer tremendous potential for future growth and organizations appreciating these consumers’ requirements stand to reap considerable returns. However, compared with more developed economies published consumer studies are few. In particular, there is a dearth of service quality research and hardly any from Africa. Furthermore, the little available research tends to apply Western methodologies, which may not be entirely appropriate. This research investigates East African consumer perceptions of retail banking using an approach that takes account of the research context. Qualitative research was undertaken to define the relevant service attributes. Performance along these was then investigated through a survey with over 2000 respondents. Principal component analysis identifies 13 core service dimensions and multinomial logistic regression reveals which are the key drivers of customer satisfaction. Comparison of the results with studies from other regions confirms that established standardized research instruments are likely to miss or under-represent service attributes important in developing countries.
Original languageEnglish
Pages (from-to)582-590
Number of pages9
JournalInternational Journal of Consumer Studies
Issue number6
Publication statusPublished - Nov 2006

Bibliographical note

This is the peer reviewed version of the following article: Greenland, S. , Coshall, J. and Combe, I. (2006), Evaluating service quality and consumer satisfaction in emerging markets. International Journal of Consumer Studies, 30: 582-590, which has been published in final form at https://doi.org/10.1111/j.1470-6431.2005.00484.x.  This article may be used for non-commercial purposes in accordance With Wiley Terms and Conditions for self-archiving.


  • developing countries
  • service quality
  • consumer satisfaction
  • banking


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