Customer's perceived service convenience and customers' service evaluations of the bank's outlets

Service convenience is acknowledged to be increasingly important to customers, yet extant convenience literature offers little explicit discussion of this topic. The authors have done an empirical study in 35 outlets of a bank in Guangzhou, to investigate the dimensions of the construct of service convenience, and explore the impact of service convenience on customers' service evaluations (perceived service quality, fairness, and satisfactions). The results of data analysis indicate that, service convenience includes five dimensions: decision convenience, access convenience, transaction convenience, benefit convenience, and postbenefit convenience; service convenience positively influences customer perceived service quality, fairness, and satisfactions, but different types of service convenience show different degrees of impacts on service evaluations and different paths. Implication of the findings, contributions and limitations, and direction for future research are finally discussed.