Investigation of Effective Factors on Costumers with Use of SERVEQUAL Model
Abstract:
In this article which is the result of a field study, the service quality dimensions of Isfahan Mellat banks and the rate of customer’s satisfaction with the banks services were studied. After reviewing relevant researches, a questionnaire with closed questions was designed to measure the service quality dimensions of Isfahan Mellat banks and the rate of customer’s satisfaction with the banks services. Necessary data is collected in Isfahan. For measuring the service quality toward the customer’s satisfaction, the service quality model called “SERVEQUAL” has been used. The current research method is descriptive-survey. The findings suggest that the four dimensions of reliability, responsibility, guarantee, and empathy has been effective on customer’s satisfaction with the service quality of Isfahan Mellat banks. However, the physical and appearance dimensions have no effect on costumer’s satisfaction with the service quality.
Language:
Persian
Published:
New Marketing Research Journal, Volume:2 Issue:3, 2013
Page:
173
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