ابعاد کیفیت خدمات در صنعت بانکداری : برازش مدل کیفیت خدمات گرنروز در بانکهای پاسارگاد شمال غرب کشور
محورهای موضوعی : اقتصاد
سلیمان ایرانزاده
1
(عضو هیأت علمی، گروه مدیریت،واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران)
حسین عماری
2
(کارشناس ارشد 'گروه مدیریت/عضو هیئت علمی گروه مدیریت واحد بناب ،دانشگاه آزاد اسلامی ،بناب،ایران)
سعید مستقیم بخشایش
3
(کارشناس ارشد مدیریت اجرائی)
کلید واژه: کیفیت کارکردی, کیفیت فنی, تصویر ذهنی, ادراک کیفیت خدمات, لیزرل,
چکیده مقاله :
هدف اصلی این پژوهش تعیین ابعاد کیفیت خدمات در صنعت بانک داری ایران است. برای این منظور، مدل کیفیت خدمات گرونروز[1] با داده های جمع آوری شده از جامعه آماری پژوهش ، برازش داده شده است. گرایش اصلی این پژوهش، کاربردی[2] و استراتژی آن علی[3] است. برای جمع آوری داده ها از ابزار پرسشنامه استاندارد استفاده شده است. جامعه آماری پژوهش، مشتریان حساب های جاری بانک های پاسارگاد در شمال غرب کشور است که یک نمونه 278 نفری از مشتریان این بانک ها که بصورت خوشه ای[4] انتخاب شده بودند، مورد مطالعه قرار گرفتند. بعد از انجام تحلیل عاملی تاییدی و رسم نمودار مسیر بوسیله نرم افزار لیزرل ، مشخص شد که متغیر کیفیت کارکردی خدمات روی تصویر ذهنی و ادراک کیفیت خدمات، تاثیر مستقیم معنی داری دارد. همچنین ، کیفیت فنی خدمات بر تصویر ذهنی و ادراک از کیفیت خدمات تاثیر مستقیم معنی داری دارد و نهایتاً، تاثیر مستقیم ادراک کیفیت خدمات روی رضایت مشتری نیز به اثبات رسید. [1] -Gronroos [2] -Applied Research [3] -Casual [4] -Cluster Sampling
The main objective of this research is to determine the dimensions of service quality in the banking industry of Iran. For this purpose, we compared the Gronroos Services Quality Model with the data collected from the statistical population of the research. This research is an applied research and its strategy is casual. The standard questionnaire was used for collecting the data. The statistical population of the research included the customers of Pasargad banks of the Northwest who had current accounts at this bank. 287 customers of this bank were selected through cluster sampling and were studied. After confirmatory factor analysis and drawing the path diagram using Lisrel software, it became clear that the variable of functional quality of services has a direct significant effect on the mental image and perceived service quality. Also, the technical quality has a direct significant effect on the mental image and perceived service quality and finally the direct effect of perceived service quality on the customer satisfaction was proved. So, knowing the key dimensions of the quality of services in this industry and planning for their improvement can increase the satisfaction of customers and the productivity of this industry.
Delawar A. (2005). Theoretical and Practical Bases for Research in the Humanities and Social Sciences. Tehran: Roshd Publishing, (In Persian).
Do Toweet, S., Dutwit, M., & Conversational, L. (2007). Translated by: A., Delawar, Arasbaran Publication, (In Persian).
Ghazi Tabatabai, S. M. (1995). Structural Models of Covariance or Laser Level Models in Social Sciences. Tabriz: Tabriz University Publication, (In Persian).
Ghazi Tabatabai, S. M. (1995). Laserl Methods and their Structure. Journal of the Faculty of Literature and Humanities, 41, 21-25, (In Persian).
Gronroos , C. (2006) “Adopting a Service Logic For Marketing” , Marketing Theory , Vol 63, pp. 317-333
Gronroos, C.(1990)”Service Management And Marketing” D.C , Health and CO. Lexington , MA.
Hooman, H. A. (2005). Structural Equation Modeling Using LaserL Software. Tehran: Samt Publishing, (In Persian).
Kang, G.D. James, J. (2004)"Service Quality Dimensions: An Examination Of Gronroos Service Quality Model" Managing Service Quality, Vol.14, No.4, PP.266-277.
Johneston, R., (1995)"The Determinants Of Service Quality: Satisfiers And Dissatisfiers" International Journal Of Service Industry Management, Vol.6, No.5, PP.53-71.
Rust, R., (2000)"Using Service Quality Data For Competitive Marketing Decisions" International Journal Of Service Industry Management, Vol.11, No.5, PP.438-469.
Brady, M.,Cronin,J., (2001)"Some New Thoughts And Conceptualizing Perceived Service Quality : A Hierarchical Approach" European Journal Of ,Marketing, Vol.65, No.3, PP.34-49.
Gobadian, A.,etal., (1994)"Service Quality: Concepts And Models" International Journal Of Quality And Reliability Management, Vol.11, No.9, PP.43-66.
Parassuraman, A.,etal. , (1988)"A Conceptual Model Of Service Quality And The Implication For Further Research" Journal Of Marketing, Vol.49, Autumn, PP.41-50.
Philip R. C., & John L. G. (2004). International Marketing. Translated by: H., Nikomaram & M.A., Abdolvand, Tehran: Islamic Azad University Publication (In Persian).
Zeitamel, P. (2008). Quality of Service. Translated by: K., Haydarzadeh & A., Hajiha, Kasakawosh Publication, (In Persian).
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Delawar A. (2005). Theoretical and Practical Bases for Research in the Humanities and Social Sciences. Tehran: Roshd Publishing, (In Persian).
Do Toweet, S., Dutwit, M., & Conversational, L. (2007). Translated by: A., Delawar, Arasbaran Publication, (In Persian).
Ghazi Tabatabai, S. M. (1995). Structural Models of Covariance or Laser Level Models in Social Sciences. Tabriz: Tabriz University Publication, (In Persian).
Ghazi Tabatabai, S. M. (1995). Laserl Methods and their Structure. Journal of the Faculty of Literature and Humanities, 41, 21-25, (In Persian).
Gronroos , C. (2006) “Adopting a Service Logic For Marketing” , Marketing Theory , Vol 63, pp. 317-333
Gronroos, C.(1990)”Service Management And Marketing” D.C , Health and CO. Lexington , MA.
Hooman, H. A. (2005). Structural Equation Modeling Using LaserL Software. Tehran: Samt Publishing, (In Persian).
Kang, G.D. James, J. (2004)"Service Quality Dimensions: An Examination Of Gronroos Service Quality Model" Managing Service Quality, Vol.14, No.4, PP.266-277.
Johneston, R., (1995)"The Determinants Of Service Quality: Satisfiers And Dissatisfiers" International Journal Of Service Industry Management, Vol.6, No.5, PP.53-71.
Rust, R., (2000)"Using Service Quality Data For Competitive Marketing Decisions" International Journal Of Service Industry Management, Vol.11, No.5, PP.438-469.
Brady, M.,Cronin,J., (2001)"Some New Thoughts And Conceptualizing Perceived Service Quality : A Hierarchical Approach" European Journal Of ,Marketing, Vol.65, No.3, PP.34-49.
Gobadian, A.,etal., (1994)"Service Quality: Concepts And Models" International Journal Of Quality And Reliability Management, Vol.11, No.9, PP.43-66.
Parassuraman, A.,etal. , (1988)"A Conceptual Model Of Service Quality And The Implication For Further Research" Journal Of Marketing, Vol.49, Autumn, PP.41-50.
Philip R. C., & John L. G. (2004). International Marketing. Translated by: H., Nikomaram & M.A., Abdolvand, Tehran: Islamic Azad University Publication (In Persian).
Zeitamel, P. (2008). Quality of Service. Translated by: K., Haydarzadeh & A., Hajiha, Kasakawosh Publication, (In Persian).