Surveying the Effect of Automated Service Quality on Customer's Commitment in Banking Industry

Subject Areas : Jounal of Marketing Management

H.  Vazifehdoost ¹ (دانشیار و عضو هیئت علمی دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران)
R.  Omidzade ² (دانشجوی کارشناسی ارشد مدیریت بازرگانی- بازرگانی داخلی، دانشگاه آزاد اسلامی، واحد اراک، اراک، ایران)

Received: 2013-12-01 Accepted : 2013-12-01 Published : 2013-11-22

Keywords: Positioning, Determining features, Perceptual map, Focus group, Analytic Hierarchy Process, The process of providing loans, Loans for production units, Issuing bank letters of guarra, Consulation and negociation, Communication among high-ranki,

Abstract :

Purpose: Nowadays competition for improving service quality is well known as a key strategic issue for organizations that operate in service sector. To reach this, banks have tried to use the backgrounds that information technology provides for them in order to pursue the modern methods and improve the quality of their services. The main purpose of this research is to investigate the outcomes of automatic service quality in electronic banking. Methodology: The present research is descriptive research in terms of method and nature; and in terms of performance it is surveying and in terms of aims it is applicable and uses structural equation modeling and LISREL software for investigating the relationships between the parts of model. Population in this research consists of bank customers in Azna town during the year 1391. To reach the aims of the research 450 questionnaires were distributed among the bank customers of Azna and among them 384 questionnaires were analyzed. Findings: Result of the research show that dimension of service quality has an impact on trust, commitment and customer delight. Also existence of impact of the customer delight on trust was accepted, but existence of impact of the customer delight on commitment was not accepted. Research Limitations: not to be available of accurate statistics of the customers using automated service was among the restricting factors in this research. Managerial Implications: Finally it is suggested that bank managers by adopting programs to know the strengths of their competitors in area of encourage and excite the customers to use of their automated service and also, to know the weakness of themselves in this area, providing the best services to their customers so that customers will understand the quality in the way of offering services and the pleasure sense be improved.