Service Quality Measurement and Investigation of Its Relationship with Market share Based on SERVQUAL Model (case study: Saderat Bank of Tabriz)
Subject Areas : Business ManagementMohammad Faryabi 1 , Mahmod Mahmodi 2
1 - Associate Professor, Department of Management, Tabriz University, Tabriz, Iran
2 - Bachelor of Science in Management, Executive Director, Islamic Azad University, Bonab, Iran
Keywords: Service Quality, Servqual, Expected quality, Percepted quality, Market share,
Abstract :
This research attempts to measure the service quality and investigate the relationship between service quality and market share of Saderat Bank of Iran in Tabriz city. For this purpose, SERVQUAL model has been used which is the most reliable instrument to indicate and analyze the gaps between customers’ expectation and perception of their received banking services. To make our research more appropriate, “accessibility” was added as the service quality’s sixth dimension. So the quality of Saderat Bank of Iran services was measured through six dimensions: tangibles factors, reliability, responsiveness, assurance, empathy and accessibility. In this correlation research, 440 of Saderat Bank’s customers were selected by cluster random sampling and were administered by SERVQUAL questionnaire. Finally 400 questionnaires were correctly filled and data analyzing procedure started. The data were analyzed by descriptive analysis methods, Pearson’s correlation coefficient, correlated group T coefficient and multiple regressions. The findings of this research indicated that there was a significant difference between customers’ expectation and their perception in all of the service dimensions except reliability. Also there was a positive correlation between reliability, responsiveness and assurance with market share, and finally reliability was the most important predictor of Saderat Bank’s market share.
Azar, A., & Momeni, M. (2008). Statistics and its Application in Management. Tehran: Samt Publication, (In Persian).
Bahia, Kamilian. & Jaques, Nantel, (2006), "A Reliable and Valid measurement scalle for the perceived service quality of banks ", Internation journal of bank marketing, vol. 18, pp.84-91.
Bitran, Gabriel & Maureen, Lojo, (1993), "A framework for analyzing service operations", Europoean management journal, vol.11, No.3, pp.271-282.
Brown, Daniel, (1989), “leadership aspects and reward system of customer satisfaction", CTM Customer satiafaction conference, loss Angeles, U.S.A.
Buttle, Francis, (1995), "SERVQUAL: Review, critique, Research agenda", European journal of marketing, Vol. 30, No.1, pp.8-32.
Georgy, M. B. (2008). The Study of the Quality of Service and its Relationship with Effectiveness. Journal of Management and Research, 5, 11-1, (In Persian).
Hosseini, M. H., Ahmadinejad, M., & Ghaderi, S. (2010). Examining and Measuring the Quality of Services and its Relationship with Customer Satisfaction: Case Study of Bank of Commerce. Two Monthly Business Reviews, 42, 88-97, (In Persian).
Karami, P. (2007). Examining the Quality of Services in the Private Banking Industry (Saman Bank Research). Master's Thesis, Tehran: Alzahra University, (In Persian).
Newman, Karin. & Alan, Cowling (1996), "Service quality in retail banking: The experience of two British clearing banks", International journal of bank marketing, vol. 14, No.6, pp.3-11.
Rabizadeh, M. (2007). Investigating and Determining the Variables Affecting on the Market Share of Banks in the Banking System of Iran. Quarterly of Saderat Bank, 43, 47-59, (In Persian).
Soleimani Besheli, Ali, Abolfazl Jafari & Vajiheh, Talebi, (2010), "customer expection and perception of service quality in state owned banks in Tehran", international conference of banking services marketing, Tehran, Iran.
Parasuraman, Valarie, Zeithmal & Leonard, Berry, (1988), "Servqual: A multiple Item scale for measuring consumer perception of ". Journal of retailing, Vol.64, No1, pp.12-40.
Parasuraman, Valarie, Zeithmal & Leonard, Berry (1988),"A conceptual model of service quality and the implication for further research 49, autumn, pp.41-50.
Yonggui, Wang, Hing, Lo & Yer, Hui, (2003),"The antecedents of service quality and Product quality and their influences on bank reputation: Evidence from the banking industry in china", managing service quality, Vol.13, No1, 72-83.
Zitamal, V., & Parasuraman, M. (2008). Quality of Services, Kambiz Hidarzadeh and Ali Hajiha. Tehran: Kasakawash, (In Persian).
_||_
Azar, A., & Momeni, M. (2008). Statistics and its Application in Management. Tehran: Samt Publication, (In Persian).
Bahia, Kamilian. & Jaques, Nantel, (2006), "A Reliable and Valid measurement scalle for the perceived service quality of banks ", Internation journal of bank marketing, vol. 18, pp.84-91.
Bitran, Gabriel & Maureen, Lojo, (1993), "A framework for analyzing service operations", Europoean management journal, vol.11, No.3, pp.271-282.
Brown, Daniel, (1989), “leadership aspects and reward system of customer satisfaction", CTM Customer satiafaction conference, loss Angeles, U.S.A.
Buttle, Francis, (1995), "SERVQUAL: Review, critique, Research agenda", European journal of marketing, Vol. 30, No.1, pp.8-32.
Georgy, M. B. (2008). The Study of the Quality of Service and its Relationship with Effectiveness. Journal of Management and Research, 5, 11-1, (In Persian).
Hosseini, M. H., Ahmadinejad, M., & Ghaderi, S. (2010). Examining and Measuring the Quality of Services and its Relationship with Customer Satisfaction: Case Study of Bank of Commerce. Two Monthly Business Reviews, 42, 88-97, (In Persian).
Karami, P. (2007). Examining the Quality of Services in the Private Banking Industry (Saman Bank Research). Master's Thesis, Tehran: Alzahra University, (In Persian).
Newman, Karin. & Alan, Cowling (1996), "Service quality in retail banking: The experience of two British clearing banks", International journal of bank marketing, vol. 14, No.6, pp.3-11.
Rabizadeh, M. (2007). Investigating and Determining the Variables Affecting on the Market Share of Banks in the Banking System of Iran. Quarterly of Saderat Bank, 43, 47-59, (In Persian).
Soleimani Besheli, Ali, Abolfazl Jafari & Vajiheh, Talebi, (2010), "customer expection and perception of service quality in state owned banks in Tehran", international conference of banking services marketing, Tehran, Iran.
Parasuraman, Valarie, Zeithmal & Leonard, Berry, (1988), "Servqual: A multiple Item scale for measuring consumer perception of ". Journal of retailing, Vol.64, No1, pp.12-40.
Parasuraman, Valarie, Zeithmal & Leonard, Berry (1988),"A conceptual model of service quality and the implication for further research 49, autumn, pp.41-50.
Yonggui, Wang, Hing, Lo & Yer, Hui, (2003),"The antecedents of service quality and Product quality and their influences on bank reputation: Evidence from the banking industry in china", managing service quality, Vol.13, No1, 72-83.
Zitamal, V., & Parasuraman, M. (2008). Quality of Services, Kambiz Hidarzadeh and Ali Hajiha. Tehran: Kasakawash, (In Persian).
