Determining The Dimensions of Service Quality in Banking Industry: Examining The Gronroos Model in Pasargad Banks of the Northwest of Iran
Subject Areas : Economy
Soleyman Iranzadeh
1
,
Hossien Emari
2
,
Saeed Bakhshayesh
3
1 - Faculty Member, Management Unit, Tabriz Branch, Islamic Azad University, Tabriz, Iran iranzadeh@iaut.ac.ir
2 - Graduate Student 'Management Group / Academic Member, Bonab Unit, Islamic Azad University, Bonab, Iran
3 - Master of Management Executive
Keywords: LISREL, Functional Quality, Technical Quality, Mental image, Perceived Service Quality,
Abstract :
The main objective of this research is to determine the dimensions of service quality in the banking industry of Iran. For this purpose, we compared the Gronroos Services Quality Model with the data collected from the statistical population of the research. This research is an applied research and its strategy is casual. The standard questionnaire was used for collecting the data. The statistical population of the research included the customers of Pasargad banks of the Northwest who had current accounts at this bank. 287 customers of this bank were selected through cluster sampling and were studied. After confirmatory factor analysis and drawing the path diagram using Lisrel software, it became clear that the variable of functional quality of services has a direct significant effect on the mental image and perceived service quality. Also, the technical quality has a direct significant effect on the mental image and perceived service quality and finally the direct effect of perceived service quality on the customer satisfaction was proved. So, knowing the key dimensions of the quality of services in this industry and planning for their improvement can increase the satisfaction of customers and the productivity of this industry.
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Johneston, R., (1995)"The Determinants Of Service Quality: Satisfiers And Dissatisfiers" International Journal Of Service Industry Management, Vol.6, No.5, PP.53-71.
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Brady, M.,Cronin,J., (2001)"Some New Thoughts And Conceptualizing Perceived Service Quality : A Hierarchical Approach" European Journal Of ,Marketing, Vol.65, No.3, PP.34-49.
Gobadian, A.,etal., (1994)"Service Quality: Concepts And Models" International Journal Of Quality And Reliability Management, Vol.11, No.9, PP.43-66.
Parassuraman, A.,etal. , (1988)"A Conceptual Model Of Service Quality And The Implication For Further Research" Journal Of Marketing, Vol.49, Autumn, PP.41-50.
Philip R. C., & John L. G. (2004). International Marketing. Translated by: H., Nikomaram & M.A., Abdolvand, Tehran: Islamic Azad University Publication (In Persian).
Zeitamel, P. (2008). Quality of Service. Translated by: K., Haydarzadeh & A., Hajiha, Kasakawosh Publication, (In Persian).
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Delawar A. (2005). Theoretical and Practical Bases for Research in the Humanities and Social Sciences. Tehran: Roshd Publishing, (In Persian).
Do Toweet, S., Dutwit, M., & Conversational, L. (2007). Translated by: A., Delawar, Arasbaran Publication, (In Persian).
Ghazi Tabatabai, S. M. (1995). Structural Models of Covariance or Laser Level Models in Social Sciences. Tabriz: Tabriz University Publication, (In Persian).
Ghazi Tabatabai, S. M. (1995). Laserl Methods and their Structure. Journal of the Faculty of Literature and Humanities, 41, 21-25, (In Persian).
Gronroos , C. (2006) “Adopting a Service Logic For Marketing” , Marketing Theory , Vol 63, pp. 317-333
Gronroos, C.(1990)”Service Management And Marketing” D.C , Health and CO. Lexington , MA.
Hooman, H. A. (2005). Structural Equation Modeling Using LaserL Software. Tehran: Samt Publishing, (In Persian).
Kang, G.D. James, J. (2004)"Service Quality Dimensions: An Examination Of Gronroos Service Quality Model" Managing Service Quality, Vol.14, No.4, PP.266-277.
Johneston, R., (1995)"The Determinants Of Service Quality: Satisfiers And Dissatisfiers" International Journal Of Service Industry Management, Vol.6, No.5, PP.53-71.
Rust, R., (2000)"Using Service Quality Data For Competitive Marketing Decisions" International Journal Of Service Industry Management, Vol.11, No.5, PP.438-469.
Brady, M.,Cronin,J., (2001)"Some New Thoughts And Conceptualizing Perceived Service Quality : A Hierarchical Approach" European Journal Of ,Marketing, Vol.65, No.3, PP.34-49.
Gobadian, A.,etal., (1994)"Service Quality: Concepts And Models" International Journal Of Quality And Reliability Management, Vol.11, No.9, PP.43-66.
Parassuraman, A.,etal. , (1988)"A Conceptual Model Of Service Quality And The Implication For Further Research" Journal Of Marketing, Vol.49, Autumn, PP.41-50.
Philip R. C., & John L. G. (2004). International Marketing. Translated by: H., Nikomaram & M.A., Abdolvand, Tehran: Islamic Azad University Publication (In Persian).
Zeitamel, P. (2008). Quality of Service. Translated by: K., Haydarzadeh & A., Hajiha, Kasakawosh Publication, (In Persian).