SURVEY THE GAP OF QUALITY SERVICES BY USING SERVQUAL MODEL (CASE STUDY: NORTH BRANCHES OF BANK MELLI IN TEHRAN)

Yıl 2023, Cilt: 3 Sayı: 2, 39 - 59, 27.12.2023

Neda Nafari

Öz

This study evaluates the service quality gap using the SERVQUAL model (case study: Northern branches of Melli Bank in Tehran). The purpose of this research is functional, and its method is descriptive-measurable. The statistical community of the present study is all customers of the Northern branches of Melli Bank in Tehran, whose numbers are unlimited. According to Morgan's table, we consider the minimum number of samples. We believe 86 extensions from 109 existing units. Three customers were randomly selected from any department to respond to the questionnaire. In all, 258 people will respond to the questionnaire. The sampling will be based on random selection. Information in the present study is used from a standard questionnaire based on the SERVQUAL model. The questionnaire considering the current and optimal organisational situation has 22 closed-answer questions, and based on the Likert scale of five options(from very low to very high), it has been compiled into five sections. The statistical techniques used in this research are in the field of descriptive and inferential statistics. Statistical methods such as frequency tables were used in descriptive statistics. A dependent t-test was also used in the field of inferential statistics, and SPSS 22 software was also used for doing calculations. The results of the dependent t-test show that all hypotheses were confirmed in this research in the first place, and it was made clear that Melli Bank has some damages in 5 dimensions of service quality, which the marked and Empathy factors have the maximum gaps in this regard.

Anahtar Kelimeler

Quality Gap, Service Quality, Serqual Model

Kaynakça

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