Comparative Study of the Impact of Service Quality, Corporate Image and Customer Satisfaction on Behavioral Intentions

The main purpose of this study, comparative study are the impact of service quality, corporate image and customer satisfaction on behavioural intentions in the public and private banks. The population in This research are the customers of the public banks (Sepah, Meli and Keshavarzi) and the private banks (Pasargad, Saman and Ghavamin) in Mazandaram and in four cities (Tonekabon, Ramsar, Abbas abad and Chaloos). In this regard, 384 customer from two statistical communities among them 192 samples from public banks and 192 samples from private banks were selected by available cluster random sampling method. data collection instrument was questionnaire, and using structural equation modeling by AMOS 18 software was used for analysis the data. The results indicate that service quality, customers satisfaction and corporate image on behavioural intentions are effective. But the state banks only customers satisfaction on behavioral intentions is effective. comparative study of the public and private banks showed that the direct impact of service quality on satisfaction and the direct impact of satisfaction on behavioural intentions in the public banks are more than the private banks but the direct impact of service quality on corporate image in the private banks is more than the public banks.