The Examination of the Relationship between Customer Satisfaction of Service Quality in Iranian Private Banking Industry (Analysis Based on Integrated SERVQUAL Model)

Subject Areas : Jounal of Marketing Management

H. Vazifehdoost ¹ , Z. Akbarpour ² , K. Hamdi ³ , J. Mohammadzadeh Rostami ⁴

1 - عضو هیئت علمی دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، گروه مدیریت بازرگانی، تهران، ایران
2 - کارشناس ارشد، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، گروه مدیریت بازرگانی، تهران، ایران
3 - عضو هیئت علمی دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، گروه مدیریت بازرگانی، تهران، ایران
4 - کارشناس ارشد، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، گروه مدیریت بازرگانی، تهران، ایران

Received: 2014-12-19 Accepted : 2014-12-19 Published : 2014-12-22

Keywords: Service Quality, Self-service technologies, Customer Satisfaction, Banking Industry,

Abstract :

The objective of the current research is investigating the effects of service quality dimensions and self-service technologies on customer satisfaction of the private banking industry of Iran (Ghavamin Bank).Applied method has been used for this research in which the questionnaire method has been utilized in order to gather the required data for describing the research variables and interpreting the relations between them. The Analysis unit in this research is the banking services customers for which 510 people have answered the questionnaires. In order to describe the data, the frequency distribution tables have been used and the structural equations model has been used to describe the data. In so doing, SPSS 18.0 and LISREL 8.54 softwares have been utilized the explanatory factor analysis, confirmatory factor analysis, path analysis, fitting testing, and model power analysis methods. The results gained due to this research indicate that three factors assurance and responsiveness and tangible physical factors have got direct relations with the customers’ satisfaction. Statistically, two factors i.e. reliability and empathy have no meaningful impact on the customers’ satisfaction and cannot function as appropriate indexes for predicting the customers satisfaction from the services provided by the bank. Ultimately, the more satisfactory the self-service technologies factors in the bank branches, the more the extensiveness of physical and tangible factors on the customers’ satisfaction shall be. Accordingly, the self-service technologies shall positively adjust the physical & tangible effects of the customers’ satisfaction.