Measuring the customer satisfaction based on SERVQUAL model (case study: Mellat Bank in Tehran city)
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...
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doaj-588f43862a944f5a87c469a89ba743292020-11-25T02:31:32ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262017-07-01132132210.21511/im.13(2).2017.028922Measuring the customer satisfaction based on SERVQUAL model (case study: Mellat Bank in Tehran city)Nasrin Oskooii0Ebrahim Albonaiemi1Department of Management, Faculty of Humanities, Islamic Azad University, MiyanehAssistant Professor, Faculty of Business Management, Islamic Azad University, KhorramshahrToday 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.https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/8922/IM_2017_02_Oskooii.pdfcustomer loyaltysatisfactionSERVQUAL model |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Nasrin Oskooii Ebrahim Albonaiemi |
spellingShingle |
Nasrin Oskooii Ebrahim Albonaiemi Measuring the customer satisfaction based on SERVQUAL model (case study: Mellat Bank in Tehran city) Innovative Marketing customer loyalty satisfaction SERVQUAL model |
author_facet |
Nasrin Oskooii Ebrahim Albonaiemi |
author_sort |
Nasrin Oskooii |
title |
Measuring the customer satisfaction based on SERVQUAL model (case study: Mellat Bank in Tehran city) |
title_short |
Measuring the customer satisfaction based on SERVQUAL model (case study: Mellat Bank in Tehran city) |
title_full |
Measuring the customer satisfaction based on SERVQUAL model (case study: Mellat Bank in Tehran city) |
title_fullStr |
Measuring the customer satisfaction based on SERVQUAL model (case study: Mellat Bank in Tehran city) |
title_full_unstemmed |
Measuring the customer satisfaction based on SERVQUAL model (case study: Mellat Bank in Tehran city) |
title_sort |
measuring the customer satisfaction based on servqual model (case study: mellat bank in tehran city) |
publisher |
LLC "CPC "Business Perspectives" |
series |
Innovative Marketing |
issn |
1814-2427 1816-6326 |
publishDate |
2017-07-01 |
description |
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. |
topic |
customer loyalty satisfaction SERVQUAL model |
url |
https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/8922/IM_2017_02_Oskooii.pdf |
work_keys_str_mv |
AT nasrinoskooii measuringthecustomersatisfactionbasedonservqualmodelcasestudymellatbankintehrancity AT ebrahimalbonaiemi measuringthecustomersatisfactionbasedonservqualmodelcasestudymellatbankintehrancity |
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