Customer's Expectations measurement model based on their perception

Customer loyalty is one of the most challenging issues in the field of making which how always been noticed by experts and executive managers since the retention of customers depended on how their expectations are satisfied by the companies. Therefore, a careful evaluation of the customer's expectations is important and worth noticing. Accordingly, the aim of this paper is to develop a standard tool to measuring customer expectations in the banking industry. In the first phase of this study, the exploratory factor analysis was used to identify customer's expectation. To identify the validity of model, confirmatory factor analysis was used to assess the suitability indices. The results identified five main and sixteen related factors for gauging customer's expectations in the field of banking industry. In the areas of banking, the determining elements in the shaping customer's expectations included professionalism, quality of service, professional ethics, service development and desirable interpersonal interaction.