Evaluation and ranking service quality in the banking system and its impact on CRM Rishi Kant from the model (Case study: Melli Bank of Iran)

Document Type : Original Article

Authors

1 Ph.D. in International Economics and Economics, a talented member of the Young Researchers Club of Islamic Azad University, North Tehran Branch

2 Graduate student of Islamic Azad University, Tehran North Branch

Abstract

This article analyses the influence of service quality dimensions on customer satisfaction at Melli Bank in Iran. The paper aims to investigate the effect of service quality indices on customer satisfaction amongst e-banking customers of Melli Bank. The research utilises a survey methodology. The sample size consists of 384 randomly selected customers of Melli Bank, whose number was obtained from Morgan's table. The sample size consists of 384 randomly selected customers of Melli Bank, whose number was obtained from Morgan's table. Technical abbreviations are explained upon first use. The questionnaire's reliability was confirmed by a Cronbach's alpha coefficient of 0.917. The research model, from which the hypotheses were extracted, is based on Kant et al. (2017). Structural equation method, utilizing the hypotheses, and Amos and SPSS software were ultimately employed. After conducting both descriptive and inferential statistical analysis, the study found that a high percentage of factors contributing to service quality at Melli Bank remain a major factor in customer satisfaction. The results of the hypothesis test support these findings. Additionally, the study identified the following priorities in the ranking of service quality factors.
1- Confidence and credit 2- Tangible factors 3- Acceptance and practice based on Islamic banking 4- Responsiveness 5- Empathy

Keywords


Volume 5, Issue 1
March 2023
Pages 11-24
  • Receive Date: 13 October 2021
  • Revise Date: 14 November 2021
  • Accept Date: 04 February 2022