标题：A comparison of service quality in the banking industry Some evidence from Turkish- and Greek-speaking areas in Cyprus原文：1 IntroductionThere is a growing importance of services in the world economy. Services contributed a total of 66.3 per cent of world gross domestic product (GDP) in the year 2000. Services are difficult to manage due to certain inherited characteristics such as intangibility, heterogeneity, inseparatibility and perishability. The complex nature of services, coupled with the growing prominence of the services sector has also increased the need for better service quality. Therefore, the topic of service quality is increasingly recognized as being one of the key strategic values of organizations in both the manufacturing and service sectors (Lewis, 1991). Service quality, allows the company to differentiate itself from its competitors by increasing sales and market shares, it results in the satisfaction and retention of customers and employees, thus reducing turnover rates, it leads to repeat purchase behaviour and brand loyalty and furthermore, new customers are attracted through positive word-of-mouth, (Lewis, 1991; Newman, 2001; Caruana, 2002; Wang et al., 2003). Banking and financial services are an important part of the services industry (Mishkin, 2001). In line with the trend towards a more integrated global banking environment, many regulatory, structural and technological changes have taken place within the world banking industry (Angur et al., 1999). Banks are expanding across borders, offering a diverse portfolio of competitive services and restructuring their services in order to make use of rapid technology and to meet the changing needs of customers. The EU has played an important role in facilitating global banking. Financial services within the EU have been regulated and restructured in an effort to integrate the sector, by eliminating impediments to cross border branching practices. Because of these measures, the nature of banking services and customer relations are undergoing change. Banks in the USA are facing increased competition from international banks as geographic boundaries are eliminated in terms of banking markets. In addition to this, the banking sector in many developing countries is undergoing change in order to keep up with world trends (Yavas et al., 1997). Delivering quality service and products to the customer, is essential for success and survival in todays global and highly competitive banking environment (Wang et al., 2003). Banking is a high involvement industry. Customers whether at the retail or corporate level, have always been important for banks. However, as electronic banking becomes more prevalent, customers still tend to measure a banks service quality interims of the personal support they receive, rather than the technical support. Customer satisfaction is another important aspect for service organizations and is highly related with service quality (Bolton and Drew, 1991; Cronin and Taylor, 1994; Spreng and MacKoy, 1996). As service quality improves, the probability of customer satisfaction increases. Increased customer satisfaction leads to behavioral outcomes such as commitment, intent to stay (customer retention), creation of a mutually rewarding relationship (bond) between the service provider and the user, increased customer tolerance for service failures and positive word-of-mouth advertising about the organization (Reichheld, 1996; Heskett et al., 1997, Goode and Moutinho, 1995; Newman, 2001). Service quality has been linked with customer satisfaction within the banking industry (Avkiran, 1994; Le Blanc and Nguyen, 1988). Banks now know that delivering quality service to customers is essential for success and survival in todays global and competitive banking environment (Wang et al., 2003). 2Most of the studies to date, have concentrated on service quality in US and European banking industries. While some more recent studies, have started to look at service quality in developing countries (Yavas et al., 1997; Angur et al., 1999; Sureshchandar et al., 2003). To our knowledge, this study is unique in that it looks at the banking sector in a small island economy. An island which is divided in two and where the economy in the North is developing and the economy in the South is developed with respect to European Union norms. The findings of this study might bex generalized for other small island economies or developing countries that need to restructure their financial systems as a prerequisite to EU membership. Our research will be particularly useful for the Turkish Cypriot (North) part of the island that was not able to join the EU at the same time as its counterparts in the South. The banking system in the north of the island needs to undergo major restructuring before the Turkish Cypriots can also become a member of the EU. This paper will emphasize the fact that while, the banking system in the North has to be restructured in l