Prioritization of the Effective Factors in Service Quality and Customers Satisfaction Using Grey Relational Analysis (GRA) Method

Subject Areas : Business Strategy

Seyyed Javad  Iranban ¹ (Department of Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran)
Somayeh  Mohammadi ² (Shiraz Branch, Islamic Azad University, Shiraz, Iran)

Received: 2014-04-20 Accepted : 2014-06-20 Published : 2015-04-01

Keywords: Shannon Entropy, Grey Relational Analysis Method, Service Quality Criteria, Customers Satisfaction Indicators, SERVQUAL Model,

Abstract :

Due to the importance of “service quality and customerssatisfaction” subject, this study seeks to investigate and prioritize thefactors which are effective on service quality and customers satisfactionusing Grey Relational Analysis (GRA) Method. In the case of statisticalpopulations with large sizes, none of the other methods can competewith GRA from the viewpoint of calculation accuracy. The statisticalpopulation of this study involves SADERAT BANK branches of Shirazcity. The effective factors in service quality and customers satisfactionare investigated and prioritized by taking account of customersexpectations and perceptions. In order for this, 108 questionnaires wererandomly distributed among customers and results showed that amongthe aspects of service quality indicator “communion” and “tangible andphysical evidence” respectively have the highest and the lowest priorityfrom the viewpoint of customers expectations and perceptions. Thebiggest difference between customers expectations and perceptions isobserved for “tangible and physical evidence” aspect. Among the indicatorfactors of customers satisfaction “customers compliments management”indicator has the highest priority, while “service receiving cost”and “service quality” indicators have the lowest priority, respectively from the viewpoint of customers expectations and customers perceptions.Among all criteria, “paying higher deposit interest rate” and “establishmentof friendly relationships with customers” have the highestpriority, respectively from the viewpoint of customers expectations andcustomers perceptions, while the criterion “customers sense of safety intheir relationships with bank” has the greatest importance and weightamong all criteria.