نوع مقاله : پژوهشی
نویسندگان
دانشکدهی اقتصاد، مدیریت و حسابداری، دانشگاه یزد
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Nowadays, increasing the proportion of markets is the most fundamental purpose of organizations in todays complex and dynamic global economy. This purpose is not possible without attracting and increasing customers satisfaction; in other word, if organizations demand to earn more profit, they should pay attention to customers satisfaction. Since the quality of banking services to clients in attracting and retaining customers is undeniable, the present study sought to examine the level of service quality offered in one of the subsidiaries of Iranian Saderat Bank and the solutions for improving the quality of service at this branch. The application of this study is based on survey method and questionnaire. In order to collect the data, we used questionnaires to measure quality of service by 29 criteria in 7 dimension. In this study, the clients of Iranian Saderat Bank branch were under experiment. Due to the limited number of the clients, we used Co-hron formula, shared questionnaires with 170 persons, and calculated the result based on 0.11 variance. Techniques used in analyzing the data of this research consist of analysis model to identify gaps between expectations and perceptions of the elements of service quality of the banks customer. Also, we used Kano model in this study aimed to identify customers needs, and then offered attractive solutions to improve them. Finally, we used Performance Control Matrix (PCM) Model to provide strategies for improving and providing the performance, and set priorities for action identified by the Kano model to improve them. The result of analyzing data shows that each of 29 components has gaps in the branch of study. Also, the result of Kano model analysis indicates that 9 components have taken attractive criteria into account. Finally, Performance Control Matrix model leads to the classification of 9 attributes and selection strategies for improving the quality of branch under study.
کلیدواژهها [English]
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