Survey of The Quality Status of Automated Banking Service (Case Study: Saman Bank)

Competition intensity in marketplaces and realizing the importance of retaining customers for organizations cause them to take gradually steps towards developing and maintaining long-term relationships with customers as well as promoting services. The purpose of the study is to Survey of automated service quality status at Saman Bank. In this study to evaluate the quality of automated bank service, the tools suggested by AL- Hawari, Ward, and Hartley and also to measure customers loyalty, image and awareness, the tools suggested by Kayaman, Arasli, and Kim, regarding local circumstances and Persian bank specifications, are used. The importance of variables in customers’ point of view and the bank’s success extent to develop each variable have been studied. The present research is a descriptive study (correlation type) performed by survey method (cross-sectional type). The statistical population of the study includes all customers utilizing at least one of the Saman Banks’ automated services in north provinces, and the sample is 266 people out of these customers.The data indicate that the Automated Service Quality affects directly customers’ loyalty, all Automated Service Quality dimensions except core service affect directly customers’ image and there is also no significant positive relationship between the Automated Service Quality and customers’ Awareness. There is a mutual (two-way) relationship between loyalty and image. Awareness has direct effect on image, on the other hand, Awareness has no significant positive effect on customers’ loyalty. Finally the utilized compound model in the study has been improved by using obtained data.