Measuring the customer satisfaction based on SERVQUAL model (case study: Mellat Bank in Tehran city)

  • Released On
    Wednesday, 12 July 2017
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  • DOI
    http://dx.doi.org/10.21511/im.13(2).2017.02
  • Article Info
    Volume 13 2017, Issue #2, pp. 13-22
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Today marketers seek the ways and information to create loyal customers, because it reduces the marketing and operations costs and increases the benefits. In every organization, whether manufacturing or service, customers is the most important factor of ensuring the survival of organization. If the organization succeeds in attracting customers and creating their loyalty, the field of its growth and long term survival can be provided. It is possible to achieve this through studying and planning by management, and this will lead at the end to the comprehensive recognition of customer needs. Since focusing on factors of customers’ satisfaction has a significant effect in banking, so, identifying the categories and priorities of these factors are important. All hypotheses of this study are approved both by Student’s t-test and Friedman test. The results of study indicated that the factors of reliability, accountability and credit factors, respectively, have more importance in order of priority. In credit factors: variety of banking services (providing any kind of services which customers need); in accountability factors: speed in providing banking services; in reliability factors: proper behavior of staff is considered of the most priority.

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    • Fig. 1. The customer satisfaction equation
    • Fig. 2. Different states of the customer satisfaction equation
    • Fig. 3. The levels of increasing loyalty
    • Fig. 4. Link model between loyalty and market share
    • Table 1. Results of descriptive statistics (hypotheses indexes)
    • Table 2. Average rank of hypotheses indexes
    • Table 3. Results of Friedman test rating (hypotheses indexes)
    • Table 4. Results of descriptive statistics (credit factors)
    • Table 5. Results of mean rate of credit factors based on priority
    • Table 6. Results of Friedman test (credit factors test
    • Table 7. Results of descriptive statistics (physical necessities factors)
    • Table 8. Results of mean rate of physical necessities factors based on priority
    • Table 9. Results of Friedman test (physical necessities factors test)
    • Table 10. Results of descriptive statistics (accountability factors)
    • Table 11. Results of average of physical necessities factors based on priority
    • Table 12. Results of Friedman test (accountability factors)
    • Table 13. Results of descriptive statistics (trust factors)
    • Table 14. Results of mean rate of trust factors based on priority
    • Table 15. Results of Friedman test (trust factors)
    • Table 16. Results of descriptive statistics (sympathy factors)
    • Table 17. Results of mean rate of sympathy factors based on priority
    • Table 18. Results of Friedman test (sympathy factors)
    • Table 19. Results of descriptive statistics pertaining to factors of loosing bank customers
    • Table 20. Mean rate of most important factors of loosing bank customers based on priority
    • Table 21. Results of Friedman test (factors of loosing bank customers)
    • Table 22. Results of significance between hypothesis and each of investigation hypothesis
    • Table 23. Identifying the most priority hypothesis factors
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