摘要：The research on the perception of the quality of services is of crucial importance for the growth and development of service companies. However, the problem arises in the analysis and measurement of the level of quality of services, bearing in mind their intangibility, simultaneous production and consumption and homogeneity. This paper examines the perception of service quality of banks in northern Kosovo and Metohija, in respect to the specificities of the region. The survey was conducted using a questionnaire based on original SERVQUAL model that contains 22 questions grouped in five dimensions. To identify additional indicators of quality perception, we have expanded the basic model and added additional questions related to the price and the availability of financial resources. The average result on the perception of the quality of banking services was between 3.72 and 5.61, similar to results obtained in the region, using same methodology. The results show that the lowest assessed dimensions are empathy, availability and price of banking services, while tangibles are the ones customers are satisfied the most. To confirm that the added questions relate to the defined quality dimensions and to identify the factors that are most suitable in explaining the level of satisfaction with banking services, we have conducted factor analysis. Factor analysis results reduced the number of dimensions to six but showed that added questions were grouped around the dimensions that were added - prices and availability of financial resources.
关键词：Perception of quality of banking services; Banking sector; SERVQUAL; The northern part of the Autonomous Province of Kosovo i Metohija
