An Investigation of Service Quality in Public and Private Banks Using Five Dimensions SERVQUAL Model
Subject Areas : Jounal of Marketing Management
H. R.
Saeidnia
1
(استادیار، عضو هیأت علمی دانشگاه آزاد اسلامی، واحد تهران شمال)
S. M.
Eshrafi
2
(دانش آموخته کارشناسی ارشد مدیریت بازرگانی (گرایش بازاریابی)، دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران)
Keywords: services, Banking Industry, Service Quality, SERVQUAL, Melli bank, Parsian bank,
Abstract :
The main objective of this study, is the comparison of service quality between public (melli) and Private (Parsian) bank. Also, to recognize and rank the elements of service quality as viewed by customers using five dimensional SERVQUAL Model. For this reason, the population universe consists of the sampling method has used by Stage Sampling in order to obtain the information used in the standard questionnaire. Then we used parametric and non-parametric tests to analyze the data. Considering the final result in two dimensions, reliability and assurance, the Melli Bank attained better performance than did the Parsian Bank; further, in the three dimensions of tangibility, empathy and responsiveness, the Parsian Bank was recognized to have better performance.
