Designing a Multi dimensional Model to Measure Customer Satisfaction in Banking Industry of Iran

Today, customer's satisfaction fulfillment is considered as an important competitive advantage in dynamic environments. This study is to design a multi-dimensional model for measuring customer satisfaction in banking industry of Iran. The statistical population includes customers of public and private banks in Tehran. Data collection was conducted based on a cluster-sampling plan, and for data analysis and test hypotheses, ANOVA, confirmatory factor analysis (CFA), and structural equation modeling (SEM) soft wares such as SPSS and LISRELand PLS were employed. Results indicate that service quality has a positive and significant impact on customer satisfaction. Customer expectations did not influenced on perceived value and customer satisfaction. However, perceived value has a positive and significant impact on customer satisfaction. Customer satisfaction has a significant impact on trust and loyalty. Further, customer satisfaction has a negative and significant impact on customer complaints. Customer complaints have a negative impact on customer loyalty. Trust has a negative impact on switching costs and switching costs have a negative impact on loyalty. Trust is correlated to loyalty. However, trust could not positively influence loyalty. Finally, image has a positive and significant impact on customer loyalty.