APPLICATION OF SERVQUAL METHOD FOR EVALUATE SERVICE QUALITY OF SADERAT BANK IN URMIA, IRAN

Ramin Bashir Khodaparasti and Morteza Kheirazar Gharebagh
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Ramin Bashir Khodaparasti: Urmia University, Faculty of Economics and Management, Department of Management
Morteza Kheirazar Gharebagh: Urmia University, Faculty of Economics and Management, Department of Management

Polish Journal of Management Studies, 2015, vol. 11, issue 2, 37-49

Abstract: This research was conducted to evaluate the quality of services offered to customers at Saderat bank branches by using SERVQUAL model. In this research, survey level of the gap between expectations and service perceived by Saderat bank customers in each of the five dimensions of service quality. The ranking of service quality dimensions in order of importance from standpoint of customers and understanding level of customers' satisfaction with the quality of services offered by Saderat bank, as the main objectives of the research are considered. The research statistical population consisted of all the customers of Saderat Bank in Urmia City and 228 customers of this bank were sampled. To test the research hypotheses, software SPSS 18 and Paired-Samples T-Test, Wilcoxon test and Friedman test were used. The results of this research show that in all aspects, Saderat bank customers’ expectation is higher than their perceptions of the quality of services offered. It means that in all of the five dimensions of service quality, there are gaps. Thus the bank failed in any of these dimensions to meet their customers' expectations.

Keywords: SERVQUAL; service quality; banking services; perception; expectations (search for similar items in EconPapers)
Date: 2015
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