Abstract
In today's world, measurement of customers' satisfaction is very important. Customer's satisfaction is a feeling and it should be turned into a quantitative index in order to improve it. Models of customer's satisfaction indices are solutions for this conversion process. Data collection for this process is also conducted by questionnaire and different techniques. In order to measure customer's satisfaction, first we should develop product/service-customer matrix. Then, we determine targets and technique for filling questionnaires is selected and we calculate their impact coefficientsand effective factors. The present research tries to investigate customer's satisfaction using bank services quality dimensions based on BSQ model in Refah Bank in Tehran west branch City. This research is a descriptive survey. Respondents were selected by means of simple random sampling in Refah Bank customers in Tehran city. 300 questionnaires were collected. Correlation and regression techniques were used for data analysis. Finally, the results of hypotheses test showed that all dimensions of bank service quality based on BSQ model have significant and positive relationship with customers. DOI: 10.5901/mjss.2015.v6n5s2p483
Highlights
Serving customers is the oldest and newest issue for any firm
Today, according to figure 1, customer satisfaction lies between product quality and customer satisfaction from one hand and profitability from the other hand and is considered as a main target for commercial organizations (Fiscova, 2004)
The present research is based upon Bahia and Nantel's model (Bahia and Nantel, 2000)
Summary
Serving customers is the oldest and newest issue for any firm. Most commentators believe that the most certain way to remain in customers' minds is to improve service quality. Production and consumption of service quality cannot be separated from each other because services are produced by firms and consumed by customers (Tavanazadeh and Aligholi, 2014). Customers' needs in relation to levels of service quality have received a lot of attention. As customers' awareness of bank services increases, they become more and more sensitive to the quality of services they receive. In order to maintain a long-term relationship along with customers' satisfaction, banks should know how they can provide highqualityservices. Provision of high-quality services maybe is the main factor in customer's satisfaction and only institutes which have comprehensive viewpoint of customers can provide stable services. Service quality and customers' satisfaction concepts have received a lot of attention in marketing texts within the past few decades. The exact nature of customers' judgement and relationship between these two concepts is still ambiguous (Ruyter, Bloemer&Peeters, 1997)
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