بررسي و سنجش رضايت مندي مشتري

A Study of Customers Satisfaction Measurement

One of the most important revolutions that occurred in the field of the performance improvement in 1990s is the identification of customer satisfaction measurement as one of the vital elements and requirements of managerial systems in business. Thus developing and implementing customer satisfaction measurement systems as the most important criteria in performance improvement is a vital need of today organizations. The banking industry as one of the main foundations of any economy, in Iran faces important problems such as disregarding the wants and needs of the customers. Therefore in this study, researcher initially extracted different customer satisfaction measurement criteria in banking industry by reviewing literature and past researches in other countries. Then by using Delphi technique and introducing new classification of final criteria, Conceptual model of research was designed. Likewise by using SERVQUAL and SERVIMPERF technique the mathematical model of customer satisfaction measurement was designed. At the end, with designing a questionnaire based on conceptual and mathematical models of research, Mellat bank customers satisfaction (as one of the pioneer banks in Iran) was measured.