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Article Information:
Path Analysis of Perceived Service Quality, Satisfaction and Loyalty in the Banking Industry of Iran
Kambiz Heidarzadeh Hanzaee and Mohammad Ali Nasimi
Corresponding Author: Kambiz Heidarzadeh Hanzaee
Submitted: January 03, 2012
Accepted: January 25, 2012
Published: May 15, 2012 |
Abstract:
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The purpose of this study is to determine the path of service quality, satisfaction and loyalty in the
Iranian banking industry. A SERVQUAL scale was designed to measure service quality for the Iranian banking
industry. A path analysis was conducted to examine the model, which links the constructs of service quality,
customer satisfaction and loyalty at the level of individual indices of these constructs. Among the dimensions
of the SERVQUAL scale, only “tangible” dimensions have not had an effect on customer satisfaction in Iranian
banking system. The limitation of the research is the relevance of this model to another service industry.
Another limitation is the available sampling. Banking managers may seek to use the SERVQUAL scale in order
to measure banking service quality. Instead of tangible components, they must improve other intangible
components and attempt to direct their support towards the increase in the customers who tend to use word of
mouth advertisement. This paper deals with the investigation of the path of service quality, customer
satisfaction and loyalty at some specific levels originating from the Iranian banking system.
Key words: Banking industry, customer satisfaction, customer loyalty, Iran, service quality, SERVQUAL,
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Cite this Reference:
Kambiz Heidarzadeh Hanzaee and Mohammad Ali Nasimi, . Path Analysis of Perceived Service Quality, Satisfaction and Loyalty in the Banking Industry of Iran. Research Journal of Applied Sciences, Engineering and Technology, (10): 1351-1358.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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