A hybrid approach based on SERVQUAL and fuzzy TOPSIS for evaluating banking service quality
Quality of services in banking industry plays essential role to make key decisions in banking industry. As customer awareness increases on the services offered by banks, expectations from service quality increases too. Presently, managers of banks use different financial factors such as deposits, cr...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Growing Science
2015-07-01
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| Series: | Decision Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/dsl/Vol4/dsl_2015_13.pdf |
| Summary: | Quality of services in banking industry plays essential role to make key decisions in banking industry. As customer awareness increases on the services offered by banks, expectations from service quality increases too. Presently, managers of banks use different financial factors such as deposits, credits, etc. to rank their banks. This paper uses SERVQUAL technique to measure customer satisfaction for 14 branches of a bank in city of Kermanshah, Iran. The study first statistically show that customer satisfaction is not the same for all these banks and then using analytical hierarchy process and The Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) ranks these branches using five components of SERVQUAL method; namely tangibles, reliability, assurance, responsiveness and empathy. |
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| ISSN: | 1929-5804 1929-5812 |