Determine Strategic Priorities to Improve Customers Banking Services Quality

Improvement in Quality services has increasingly importance because of its role in increasing customer satisfaction and profitability of organizations. In this study tried we want to present indicators to measure the quality of banking services and then determine the priority of indicators for improvement.by this method banks to be able to achieve to their goals including increase customer satisfaction and profitability. The population of this study is country's banking customers. This study used independent compare mean of two population test and confirmatory factor analysis. For determining the priority action IPA method is used to improve indicators and answer research question. In addition to the introduction of indicators to measure quality of customer services, the results showed that 8 of the 24 indicators for measuring quality of customer service have priority of action for improvement and banks should be take required practices to improve them.