The marketing strategies of banks to small businesses in the Republic of Ireland with particular reference to the determinants and impact of service quality

This research examined the banking relationships of 83 small manufacturing firms in the Republic of Ireland. The research was grounded in the growing body of research into the quality of services, which was seen as a potentially fruitful direction for progress in the area of services marketing. Following careful review of the service quality literature and of published research on the small business/banking relationship, a preliminary research study was undertaken. The four marketing managers of the associated banks were interviewed and interviews were also conducted with eight branch managers from the two major banking groups. A questionnaire was developed to investigate the expectations, perceptions and the evaluation of small firms of the banking service they receive. This questionnaire was faxed to 118 small manufacturing companies in the Republic of Ireland. The samples were chosen as two groups of companies which were matched in terms of size, age, location and manufacturing activity. The initial group was a list of small companies who were chosen by the Industrial Development Authority to participate in their Business Development Program. These companies were seen by the IDA as companies with potential to grow. The results of the survey indicate that the concept of quality as perceived by small manufacturing firms in relation to the banking service they receive can be considered to consist of two aspects. The technical quality of the service is created by the provision of a reliable service, with the required tangible components of the branch accessibility and convenience. The requirement by banks for personal guarantees from small manufacturing businesses can also be considered to impact on this aspect of the service quality. The way in which the service is delivered is seen as the functional quality of the service. Functional quality is created primarily by the branch manager, with support from head-office. The results of the survey suggest that the relationship which is created with the small firm through the supply of the banking service is also dependent on the small firm. Three types of companies were found to exist within the sample, who varied in terms of the level of satisfaction they exhibited with their banking relationship. Characteristics of the firms which appeared significant in this respect were the performance of the company, the background of the owner and the use of outside advisors. The service quality which was perceived by the small firm customers was seen as the outcome of the relationship and this was found to have a positive influence on overall satisfaction with the banking service. The level of perceived service quality was also found to be related to the desire of the owner/manager to move the small firm’s business to another bank. The implications of the results of the survey are described in terms of their relevance to the development of a marketing strategy by an Irish bank aimed at the small business market and in terms of their possible contribution to services marketing theory.