Factors Affecting Customer Satisfaction, Quality Banking Services to Iran, Using the Servqual Model Case Study: Resalat Bank of Kermanshah Province

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1 Factors Affecting Customer Satisfaction, Quality Banking Services to Iran, Using the Servqual Model Case Study: Resalat Bank of Kermanshah Province Peyman Akbari 1Department of Management, Payame Noor University, I.R. of IRAN Abedin Darabi Department of Educational Sciences, Payame Noor University, I.R. of IRAN Abstract The key to life is entitled to keep customers satisfied. Customer satisfaction is undoubtedly one of the most strategic subjects in recent decades. As the global economy, it is said, are clients who are determining the survival of the company. Since this research is to assess customer satisfaction, quality banking services to Iran Case Study: Kermanshah Province Resalat Bank s, according to the SERVQUAL model pays respect to the purpose of the research, applied research survey. The sample consists of 384 bank customers, which were selected using simple random sampling. The results showed that, of the five Servqual model (appearances, empathy, trust, accountability and assurance), the Resalat Bank s of service quality on customer satisfaction, impact. Keywords: Satisfied Customer, Servqual, Resalat Bank, Bank of Iran. 1. Introduction Many markets are highly competitive, and to survive in this competitive environment, organizations must produce and deliver high quality goods and service, to customer satisfaction and loyalty are earned. Create and business customers are satisfied, the primary goal of any business is because clear and strong relationship between the quality of products (services), customer satisfaction and profitability there. The key to the survival of the organization is interested in maintaining customer satisfaction. Customer satisfaction is one of the most important issues of theoretical and experimental, for most merchants, that it is the essence of success in the competitive world of business today considered (Henning and Klee, 1997). However, in today's highly competitive environment, service quality plays a vital role in the success of the organization. But it should be noted, providing high quality services, do not choose a competitive strategy, the organization may take it to differentiate themselves from competitors, but the quality of services today, is considered a crucial factor in the survival and profitability of the organization. Commercial success in the new global economy, the ability to create distinctive value of the product, the quality of design and production, and expression of these values effectively, customers depend on. Because unlike the product, its quality is often some standards, measure service quality through its performance is measured. Show that the service quality of a service to meet customer expectations of how or exceed customer expectations is (Taleghani and Taghizadeh, 2010). So without a doubt, customer satisfaction is one of the most strategic subject in recent decades. Now that the global economy, customers are determining the survival of the company, other companies can not be indifferent to the expectations and demands of customers. They have all their activities and abilities, to realize customer satisfaction (Moosavi et al, 2009). Nowadays, organizations, products or services, customer satisfaction, perceived as an important criterion for assessing the quality of their work, and this trend is rising. The importance of customer satisfaction, something that dates back to compete globally. As Malcolm Baldrige National Quality Award, approximately 0.30 of the total score determines the level of customer satisfaction. Meanwhile, Total Quality Management, (TQM) is also important not to lose sight in his heart as much a concern in satisfying customer needs and expectations, to the full satisfaction of the border has ( jafari and Fahimi, 2000). In contrast, customer satisfaction, customer dissatisfaction, there is, in this respect, there is no scheduled define, but perhaps it gave the following definition: dissatisfaction or satisfaction, when that happens, the client's product or service below what is expected, is received. However, it should be noted that the 1

2 elements of discontent are created, not necessarily with the consent of the constituent elements; a correspondence is one to one. Hence, it may be possible to define more precisely the following: dissatisfaction or lack of customer satisfaction is a condition in which one of the causes of discontent, enough on his perception of the quality of products or services purchased will affect (Biggs and Swailes, 2006). After considering the above statement, you said that investigators in this study sought to examine the factors affecting customer satisfaction, quality of Iranian banking services using Servqual model (Case Study : Kermanshah Province Resalat Bank ) were? Much research has been done on the subject of research, a number of these studies are mentioned below: Hosseini Hashemzadeh. (2009), to investigate the factors affecting customer satisfaction ENIAC paid. The results showed that the quality of services (including five after) the greatest impact (0.44), on customer satisfaction, and then the customer attitude of bank employees ( 0.33 ), their assessment regulations Bank (0.28), education customers (0.12) and customer base (0.07) changes the variable to explain customer satisfaction. Moosavi et al (2009), in his article entitled, " Factors Affecting Customer Satisfaction (Case study: Industrial Electronics and Telecommunications - Mobile Phones Nokia), concluded that the independent variable customer expectations, and the dependent variable of customer perceived quality relation of the type of customer, almost 23% is calculated, which shows the perceived quality of mobile phones Nokia, probably 0.23, the impact on the client's beliefs. Zakeri Shahvar (2010), the research project entitled "Factors Affecting Water District province of satisfying our customers, to improve the organization ", which reached the conclusion, evaluate the quality of services, finances, accountability Hormozgan, can be considered. Ziviyar et al (2012) examined the factors affecting customer satisfaction using Servqual model is discussed, and the conclusion reached that the four dimensions of reliability, responsiveness, and empathy on customer satisfaction guarantees, the quality of bank services influence of the nation- state, but the dimensions of physical appearance and impact on customer satisfaction and service quality does. Sadeghi et al (2012), in his paper to identify internal and external factors affecting customer satisfaction, financial and credit institutions Salehin (next bank), paid for and the results obtained show the effectiveness of the internal staff of five, prices, physical facilities, service (product), and the four factors of outer space brand (pictured), marketing, non- verbal communication channels on customer satisfaction Salehin credit and financial institutions (banks, futures) is. 2. Materials and Methods The aim of the present study in terms of research, practical. Survey to measure customer satisfaction, quality banking services the Resalat Bank s of Kermanshah, has been used. The research is descriptive method of data collection because they are based on surveys of customers, data collection, analysis and assumptions are discussed. Therefore, based on a library of questions that are based on SERVQUAL model was designed. To obtain validity, this study involved the use of expert opinions and guides, questions were examined. In the questionnaire, five- option Likert response scale was used, which include: very low, low, medium, high, very high, and thus a score of 1, 2, 3, 4 and 5, which encodes the was taken. To gain reliability, Cronbach's alpha coefficient was used. Cronbach's alpha coefficient in this study is equal to is. Since the coefficient obtained from 0.07 is higher, so the questionnaire has acceptable reliability (Momeni and Faal Qayoomi, 2007). Numbers of questions, 25 questions are. This research, in terms of its geographic location and Kermanshah provinces are included. Given the extent of the population, the number of customers during five hours a day in the city of Kermanshah used more than 100,000 thousand people are using Cochran formula, they were trimmed to 384. To analyze data and test hypotheses, descriptive statistics such as mean and standard deviation and inferential statistics, one- sample T -test was used Servqual model A conceptual model of service by Parasuraman et al, was introduced in 1985, followed by the study group, the tool to measure quality of service became governor. This means, in the service quality literature, the name "Servqual" is colloquial (Parasuraman et al, 1985). Five dimensions of service quality, the Servqual model after research conducted by the Servqual model, service industries such as universities, banks, credit cards, and communications maintenance was performed. Aspects of the extraction and integration of these ten were codified as follows. 2

3 Table 1. Combined and distilled into five dimensions of service quality Physical dimensions and appearance: equipment and facilities, Physical appearances appearance of personnel, environment and organization... Reliability: The ability to provide correct and reliable service Reliability promised Responsibility: willingness to help customers and provide prompt Responsibility service Assurance: the knowledge and skills of employees and their ability to Security, reliability, courteous promote and build trust and believe in customer behavior, communication Empathy: the special care and attention of staff when providing services to clients. Access Understanding customers For more information and to resolve any ambiguity, the five dimensions of service quality are described below: And physical appearances: This index includes all equipment, facilities, public agencies, staff appearance and communication channels will be eventually.reliability: the ability to provide customer service that is promised. Accurate, reliable and consistent manner, for example, customers who visit a hospital emergency department, they expect such a quick ceremonial reception, special care and attention from the medical staff... Are. Reliability is a measure of the ability of emergency departments to meet these expectations. And other means of reliability the primary responsibility is to act. If the service organization, serving customers in the areas that are required to operate. Responsibility: willingness to help customers and provide prompt service. The quality of the service, the staff on sensitivity to service, being conscious towards customer requests, insists. In fact, the standard definition of responsibility " is the time the customer receives the service must wait," Considering the sensitive nature of the product, service, and customer direct participation in the production line, it is clear that, whatever the time period the shorter it is, the more satisfied the customer makes. For example, in a hospital emergency room, according to the specific condition of the patient, longer waiting time for check - in, he and his intense frustration builds. This represents personnel accountability.guarantee: This indicator reflects the ability and competence of personnel, the transfer of trust and confidence to the customer service is. In service industries, which are highly important? Such as health care, legal services, etc., that the quality is very important. Empathy : Pay particular attention to the customer, this means that the index approach is that the With each customer, fits the mood and the general features of his personality, so that customers accept that the services that are referred to it, is important and has to understand their organization (Parasuraman et al, 1988) Research hypotheses Hypothesis1: Physical appearances, increase customer satisfaction, quality banking services are. Hypothesis2: reliability, increase customer satisfaction, quality banking services are. Hypothesis3: accountability, increase customer satisfaction, quality banking services are. Hypothesis4: Guarantee result, increased customer satisfaction, the quality of banking Services. Hypothesis5: empathy, trust, increase customer satisfaction, quality banking services are Analysis of data Table 1 Mean responses to questions relating to any of the assumptions of the show. For example, as can be seen in the table, the average response to the question, to what extent the physical appearances associated with customer satisfaction, which indicates that stood high correlation between perceived quality and customer satisfaction there. 3

4 Table 2: Mean and standard deviation of responses to questions about each of the hypotheses Standard Average Number of Questions related to each of the deviation respondents hypotheses Physical Appearance - Customer Satisfaction Reliability - Customer Satisfaction Responsibility - Customer Satisfaction Guaranteed - customer satisfaction Sympathy - customer satisfaction According to the table, you can see the highest average belonged to two options (hypotheses physical appearance - customer satisfaction and responsibility - customer satisfaction), with a mean of 5.76 and 5.81, and the lowest (hypothesis) owned empathy - Satisfaction Jupiter, the average is 5. In all cases, the average is 4. The standard deviation, the higher the standard deviation, belonging to the assumption guaranteed - customer satisfaction, with the lowest rate of 0.66 and it owned the reliability of - customer satisfaction the research hypotheses To examine this hypothesis, a one-sample T -test was used. Table 2 shows the single-sample T -test. Difference from Average Table 3: Results on single-sample T -test research hypotheses Test Value = 3 Assumptions Significance level Degrees of freedom t Physical Appearance - Customer Satisfaction Reliability - Customer Satisfaction Responsibility - Customer Satisfaction Guaranteed - customer satisfaction Sympathy - customer satisfaction Given the significance level obtained for each of the hypotheses, is smaller than 0.05, so the hypothesis can be confirmed. 3. Results According to Table 2, the above observation is that the first hypothesis that physical appearance and physical examination, and its impact on customer satisfaction, has been demonstrated. Accordingly, whatever that is, on the client side can affect the appearance and acceptance can be added on to greater customer satisfaction, and is grounds for mutual benefit. However, the reliability and customer satisfaction, there is a direct correlation. The second hypothesis is proven. In fact, when the Bank of price and service to our customers and promise that act itself could add greater customer satisfaction. In the third hypothesis, which involves the relationship between accountability and customer satisfaction, meaning that there is no relationship, and this hypothesis is proven, in fact, be responsive to the customer's bank, and the quality of services provided to customer may entail more satisfied customers, will result. The relationships between customer satisfactions guarantee as well, there is a relationship, and the fourth hypothesis is proven. The competence and ability of the Bank can create a sense of trust and confidence, attention to customer satisfaction. The final hypothesis, the study of empathy and customer satisfaction, should also be said that this relationship is significant and can be proven. In fact, when banks towards their customers and interact to create a good sense, and according to their tastes and personality traits to address them, will certainly make them happy. Resources 4

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