International Journal of Basic Sciences & Applied Research. Vol., 3 (SP), 89-94, 2014 Available online at http://www.isicenter.org ISSN 2147-3749 2014 The Study of Ease of Received Services in the Banking Industry: Causes and Its Consequences Using the Servcon Scale (Ansar Bank Case Study) Heidar Moghni 1*, Mohammad Reza Mohseni Azghandi 2, Mohammad Haghighi 3 1 M.A in Business-Marketing Management, Department of Management and Social Science, College of Management, Tehran North Branch, Islamic Azad University, Tehran, Iran 2 Assistant Professor of Management, Department of Management and Social Science, College of Management, Tehran North Branch, Islamic Azad University, Tehran, Iran 3 Associated Professor of Management, Department of Management, College of Marketing, Tehran University, Tehran, Iran * Corresponding Author Email: H.Moghni@gmail.com Abstract The purpose of this study is the ease of service in the banking industry and its consequences. Applied research methods and descriptive - survey, Ansar Bank survey all clients are using the formula sample, 385 subjects were studied as examples. SERVCON been standardized questionnaire, the construct validity of the questionnaire using confirmatory factor analysis software Lisrel, and reliability using Cronbach's alpha coefficient for the 0.90 was approved. Data analysis using the spss statistical software and Pearson correlation test was performed. Research studies indicate that while there is a significant relationship between consumer behavior and ease of service Ansar Bank, the correlation between these two variables is positive and high correlation with severity; this means that, whatever is easier for most services, consumer behavior has also been observed correlation coefficient greater than loyalty to bank services Ansar. Keywords: Ease of service, satisfaction, and behavioral tendencies scales SERVCON, Ansar Bank. Introduction The organization's main priority is to attract potential customers and retain existing customers. Organizations, both for-profit and nonprofit companies and organizations that is able to survive in the current competitive and achieve profitability goals, require that goods or services have been welcomed by customers and high-quality products, loyal to his cause, which is essential to the survival of any business. The quality and ease of service can be a major factor in a business to create competitive advantage over other competitors. Comfort, convenience and customer service to existing and potential customers referring to affect and the lack of such services is causing the loss of customers (Esmaeeli Nia, 2013). In today's world, the service sector plays a key role in the national economy; so that more than seventy-five percent of the GDP of developed countries and the level of services are continuously increasing (Rosta & Madani, 2010). Due to the complex nature of its characteristics (ie, being intangible, being perishable, high customer involvement, simultaneity of production and consumption, heterogeneity) (Arasli et al., 2005) with intensifying competitive environment and increasing the share of the service sector, has increased the need for better quality of service; because Quality of service is a critical factor in the performance of work and the long-term viability (Wang et al., 2003). Banking system in the market economy, a key component of any country's economy and is very heavy responsibility, this is no exception. Banks today to compete in today's turbulent environment, you have to pay special attention to the quality of their services (Hosseini & Ghaderi, 2010), so that the improvement of service quality increases customer satisfaction. Customer satisfaction leads to behavioral outcomes such as commitment, desire to remain (customer retention), two-way link between the service provider and the client, the client's increased tolerance to failures in service and positive word of mouth publicity about the bank (Arasli, Katircioglu & Smadi, 2005). Conversely, dissatisfied customers will reduce the bank's market share; for bank customers would be given the resources to provide better quality of service (Ardekani et al., 2009). In recent years, with the establishment of private banks and increasing competition, banks to survive, increase their profitability and market share have to provide more diverse services, higher quality, tailored to the needs, interests, and customers have become easier. In fact, the quality of and access to services, the requirement of banks achieves success. On the other hand, increase customer awareness of quality and methods of access to service every type of customer service that other banks will not accept and can easily be drawn to the competitors (Anvari 98
et al., 2005). In such a competitive situation, the best strategy for the bank's approach to quality improvement and services in the easiest and most accessible method of service (Wang et al., 2003). Ansar Bank as one of the banks operating in the country's banking network offers a variety of services for customers and evaluates and assesses customer perception of service quality and the ease of banking services expected in line with its mission to be helpful. Therefore, to reduce costs, good profitability, customer satisfaction and survival in today's competitive environment, addressing this issue is essential. So, with this in mind, the present study intends to evaluate the ease of taking care of the Ansar Bank. In other words, Branches of the Bank to the extent of providing appropriate services to customers is not easy? In other words, the research question is whether the services they purchase process easier, to alter consumer behavior or not? Methodology The aim of the present study is based on the type of application and in terms of data collection, descriptive - correlational. The research population, all branches of Bank Ansar is a cluster sampling method, a number in different areas of Tehran were selected for sampling "available", and some were selected. The needed data to analyze and test hypotheses using a survey questionnaire and Ansar Bank were collected from customers. Thus, based on the received service facility components, SERVCON standardized questionnaire that was used in study transitive, translated and according to banking services, questions were modified and then teachers and experts on these questions, and were delivered; therefore, in terms of content validity was confirmed. Study was to determine the reliability of Cronbach's alpha coefficient was used. The calculated value is equal to 90/0 shows that good and acceptable reliability. Table 3. Reliability of Servcon. Dimension Cronbach's alpha Joy of Shopping 97.0 Facilitate decisionmaking 97.0 Ease of Service Ease of Access 97.9 Ease of interest 97.. Ease of transaction 9799 Ease of buying 97.8 Involvement in product category 97.0 Consumer Behavior Satisfaction 97.9 Behavioral tendencies 9799 Total 9789 To confirm the validity of this analysis and Lisrel software was used. 9790 9790 Service Convience Figure 1. Confirmatory factor analysis of facility services receivable. According to the above analysis confirmed the construct validity of facility services received in error indicates a percent. To confirm the validity of behavioral tendencies, the coefficients of which are summarized in Figure 2. 89
Consumer Behavior Figure 2. Ease of confirmatory factor analysis of behavioral trends. The data collected for analysis spss software and Pearson correlation test was used. Results Question 1 - Is there a significant relationship between the enjoyment of shopping and service facilities?. Hypothesis 1: There is a significant correlation between the joy of shopping and easy access. According to the results of Table 1 is a positive correlation between the two variables enjoy shopping and ease of decision-making and direct (0.237) there is a confidence level of 99 percent (0.001) is Hypothesis 2: The relationship between pleasure and ease of making purchases there. According to the results of Table 1 is a positive correlation between the two variables enjoys shopping and ease of decision-making and direct (0.478) that in 99% Hypothesis 3: there is a relationship between shopping enjoyment and ease of transactions. According to the results of Table 1 shopping pleasure and convenience of transactions correlation between the two variables directly (0.316) that in 99% confidence level (0.001) is Hypothesis 4: there is a relationship between shopping enjoyment and ease of interests. According to the results of Table 1 shopping pleasure and convenience benefits of a positive correlation between the two variables directly (0.315) that in 99% Hypothesis 5: The relationship between pleasure and ease of purchase is covered benefit. According to the results of Table 1 shopping pleasure and convenience correlation between the two variables directly (0.358) that in 99% confidence level (0.001) is Hypothesis 6: The relationship between shopping enjoyment and convenience of the service. According to the results in Table 1 between the two variables enjoy the ease of shopping and services and direct positive correlation (0.455) that in 99% confidence level (0.001) is Table 1. Results of the Pearson correlation test question1. Ease of Access Joy of Shopping 9 / 03. Facilitate decision-making Joy of Shopping 9 / 8.9 Ease of trading Joy of Shopping 9 / 303 Ease of interest Joy of Shopping 9 / 300 Ease Trans-profit Joy of Shopping 9 / 309 Ease of service Joy of Shopping 9 / 800 The main question is whether the relationship between product category involvement in decision-making with ease and convenience benefits are there?. Hypothesis 1: there is a relationship between involvement in product category and facilitate decision. According to the results in Table 2 between the two variables involved in product category and the ease of making a direct and positive correlation (0.481) that in 99% Hypothesis 2: there is a relationship between involvement in product category and ease of interests. According to the results in Table 2 between the two variables involved in product category and the ease of direct interest and positive correlation (0.444) that in 99% 80
Table 2. Results of the Pearson correlation test question 2. Facilitate decision-making Involvement in product category 9 / 890 Ease of interest Involvement in product category 9 / 888 Question 3: Did the recent correlation with the number of transactions clients make decisions with ease and convenience benefits? Hypothesis 1: The number of recent transactions and facilitate decision-making, customer relationship exists.according to the results of Table 3 recent transactions between the client and ease of decision variables negatively correlated inversely (-0.101) is at 95 percent (0.067) is Hypothesis 2: The number of recent transactions and facilitating the interests of customer relations. According to the results of Table 3 recent trading range between the client and the ease of making a direct and positive correlation (0.917), which at 95 percent (0.006) is Table 3. Results of the Pearson correlation test question 3. Facilitate decision-making In recent trades Customer - 9/ 090 9 / 93. Ease of interest In recent trades Customer 9 / 80. 9 / 993 Question 4: Does the relationship between the numbers of bank failures in service (Transaction Internet, telephone, mobile, person, etc.) with ease interest, convenience and ease of transactions there a benefit covered? Hypothesis 1: there is a significant relationship between the number of bank failures in service (Transaction Internet, telephone, mobile, person, etc.) and ease of interests. According to the results of Table 4 and convenience benefits of a relationship between two variables, there are no significant bank failures. Hypothesis 2: there is a significant relationship between the number of bank failures in service (Transaction Internet, telephone, mobile, person, etc.) and ease of transactions,according to the results of Table 4 and the ease of trading relationship between two variables, there are no significant bank failures. Hypothesis 3: The number of bank failures in service (Transaction Internet, telephone, mobile, person, etc) and meta-benefit relation is easy.according to the results of Table 4, the relationship between two variables, there is no significant advantage mistakes of banks and easy to learn. Table 4.Results of the Pearson correlation test question 4. Ease of interest The number of bank failures 9 / 900 9 / 380 Ease of trading The number of bank failures 9 / 903 9 / 3.0 Ease Trans-profit The number of bank failures 9 / 999 9 / 000 - Question 5: Does the relationship between market competition and the ease of access and ease of decision making? Hypothesis 1: Relationship between market competition and the decision is easy. According to the results in Table 5 recent trading range between client and ease of making a direct and positive correlation (0.190) that in 99% confidence level (0.001) is Hypothesis 2: The relationship between the intensity of competition in market and are readily available. According to the results in Table 5, there is no significant relationship between the intensity of competition in the market and facilitate access between the two variables. Table 5. Results of the Pearson correlation test question 5. Facilitate decision-making Competition in market 9 / 089 Ease of access Competition in market 9 / 9.0 9 / 089 Main question 6: Does the relationship between consumer behavior and service facilities are there?. Hypothesis 1: There is a significant relationship between attitudes and behavior easy decision. According to the results in Table 6 between two variables, behavioral tendencies and ease of making a direct and positive correlation (0.523) that in 99% confidence level (0.001) is Hypothesis 2: There is a significant relationship between attitudes and behavior to their availability. According to the results of Table 6 positive correlation between two variables, and facilitation of access to direct behavioral tendencies (0.493) that in 99% 80
Hypothesis 3: There is a significant relationship between attitudes and behavior ease interests. According to the results of Table 6 is a positive correlation between the two variables of interest directly and facilitating behavioral tendencies (0.410) that in 99% Hypothesis 4: There is a significant relationship between behavior tendency and ease of transactions. According to the results of Table 6 and ease of transactions correlation between two variables, direct behavioral tendencies (0.475) that in 99% confidence level (0.001) is significant H5: There is a significant relationship between attitudes and behavior easily covered benefit. According to the results of Table 6 and ease correlation between two variables, direct behavioral tendencies (0.512) that in 99% confidence level (0.001) are H6: There is a significant relationship between satisfaction and ease of decision-making. According to the results of Table 6 and ease of decision-making satisfaction and positive correlation between the two variables directly (0.476) that in 99% confidence level (0.001) is significant Hypothesis 7: There is a significant relationship between satisfaction and ease of access. According to the results of Table 6 and the direct correlation between the two variables, satisfaction and ease of access (0.429) that in 99% confidence level (0.001) is Hypothesis 8: There is a significant relationship between satisfaction and convenience benefits. According to the results of Table 6 and the direct correlation between the two variables, satisfaction and convenience benefits (0.474) that in 99% confidence level (0.001) is Hypothesis 9: There is a significant relationship between satisfaction and ease of transactions. According to the results of Table 6 and the direct correlation between the two variables, satisfaction and ease of transactions (0.408) that in 99% confidence level (0.001). is significant Hypothesis 10: There is a significant relationship between satisfaction and ease. According to the results of Table 6 and the direct correlation between the two variables, satisfaction and ease (0.414) that in 99% The table shows the results of changing consumer behavior and facility services have a direct and positive relationship (0.696), the 99% Table 6. Results of the Pearson correlation test question 6. Facilitate decision-making Behavioral tendencies 9 / 003 Ease of access Behavioral tendencies 9 / 883 Ease of interest Behavioral tendencies 9 / 809 Ease of trading Behavioral tendencies 9 / 8.0 Ease Trans-profit Behavioral tendencies 9 / 000 Facilitate decision-making Satisfaction 9 / 8.3 Ease of access Satisfaction 9 / 808 Ease of interest Satisfaction 9 / 8.8 Ease of trading Satisfaction 9 / 899 Ease Trans-profit Satisfaction 9 / 808 Consumer Behavior Ease of service 9 / 383 Conclusion Survey results show that with the exception of sub-hypotheses 1 and 2 of the fourth question And Hypothesis 2 of fifth original question, other hypotheses have been approved, and the variables have a significant relationship with both. According to this summary, the results of the study are as follows. Question 1: According to the research results, we can say the ease of service and significant direct effect on Ansar Bank s customers enjoys shopping and banking services. Question 2: Convenience benefits and ease of making has a significant direct effect on Ansar Bank's involvement in the product category. Question 3: ease of decision-making and facilitate direct and significant interest due on the last trading Ansar Bank's customers. Question 4: The number of bank failures in providing significant effect on the interests of simplicity, ease of transactions and facilitate cross-ansar has a stake in the bank. Question 5: The intensity of competition in the market has a direct and positive effect on the ease of making banking services for customers in the Ansar, but will not display a significant impact on the ease of access. Question 6: Ease reception services and has a direct positive effect on the behavior of consumers and customers in the banking services of Bank of the Ansar. 83
Based on the results obtained, the following suggestions are offered based on research findings: It is recommended to provide services to customers in the form of in-person, online, mobile banking etc. are easily accessible and provide better facilities and conditions Which include the availability of parking, geographic locations and subsidiaries, working hours etc. Recommended Ansar Bank to provide banking services to suit the needs and tastes of customers Customers are required to ensure that services are fully comprehensive and Ansar Bank carried out. It is recommended to provide an easy decision areas such as customer service in a variety of customer service requirements, the availability of information on any service and also allows the service to receive notice of, and provide access to a variety of tips and advice on any type of service, unable to create greater customer loyalty in the bank to do more transactions which results in profitability and revenue banks will be effective. References Anvari Rostami AM, Torabi G, Mohammadlou A, 2005. Comparative study of the quality of banking services from the perspective customers and employees. Journal of Humanities Tutor. 9: 53-77. Arasli H, Katircioglu ST, Smadi SM, 2005. A Comparison of Service Quality in the Banking Industry: Some Evidence from Turkishand Greek- speaking Areas in Cyprus. International Journal of Bank Marketing. 23: 90-110. Esmaeili Nia P, 2013. Investigate the relationship between ease of greater service retail store chain with consumer purchasing behavior using a scale Servcon. A case study in citizen welfare, and Hyper Star. MA Thesis, University campus Alborz. Rosta P, Madani Ahmed F, 2010. The effect of service quality and customer decisions on equity. Business prospects. 34: 45-65. Syda Ardekani SM, Mir Fakhr Aldini ZS, 2009. To evaluate and determine priorities and strategies for improving the quality of banking services using the Gap Analysis. Business Management. 1(3): 23-26. Wang Y, Lo H, Hui YV, 2003. The Antecedents of Service Quality and Product Quality and their Influences on Bank Reputation: Evidence from Banking Industry in China. Managing Service Quality. 13(1): 33-39. 88