اولويت بندي متغيرهاي كيفيت خدمات با استفاده از مدل هيسترزيس: مطالعه موردي در بانك ملي ايران

Prioritizing the main influencer factors of service quality by using the hysteresis model; a case study on retail banking

Purpose - previous research in service quality and customer satisfaction in retail banking because of their partial viewpoint have only partial applications. Fact is that, managers in the process of decision making need comprehensive information about customers. Decisions made with partial information have a little reliability. This study attempts to debate about service quality and customer satisfaction in comprehensive way. Design/methodology/approach - the sample of the study consists of Iranʹs Melli bank customers located in Tehran, the capital of Iran. The questionnaire was based on hysteresis modelʹs variables (Attractiveness, zone of tolerance) and effect. Psychometric properties of the scale (such as reliability) were tested. Findings - the hysteresis model presented here and the results of the study reveal the integrity and security as the most important variables in retail banking. Research limitations/implications - first the sample of the study is small and is limited to Melli bank customers. Second, the number of variables have investigated were low. Third, the measurement scale uses direct question to measure variables (using a single-item scale), and therefore not possible to estimate its reliabilityOriginaJity/value - this study is necessary, useful and relevant because; it focuses on the service quality in retail banking and service quality is a significant strategic issue for increasing competitiveness in the world and the study explores service quality in a comprehensive way