Seyed Shahab Mousavi Jazi - MSc. Student in Management System and Productivity, Faculty of Industrial Engineering, Mazandaran University of Science and Technology, Babol, Iran
Nikbakhsh Javadian - Assistant Prof. Faculty of Industrial Engineering, Mazandaran University of Science and Technology, Babol, Iran

Banks play an important role in the economy of many countries and it is most evident by the fact that delivering better service quality is critical to those banks competing to achieve customer satisfaction and their loyalty. The goal of present research is to provide a Gap model analysis of service quality in banking industry. This study enjoys an applied, descriptive-survey method. Using cluster and simple random sampling method, the data are collected from 60 managers, 225 employees and 500 customers. Four questionnaires whose reliability and validity are verified by content and Cronbach’s  methods are also used to collect the research data. To analyze the data, T-test, Chi-square test and Standardized Median are used. The results point out to the existence of all 5 Gaps in the bank and it is believed that a perception gap can appear between the expected service and the perceived service. This gap, believed to be the biggest one, is called the GAP 5 and occurs if the customer is not satisfied. Then, the GAP 4 is appearing between the external communication to customers and the service delivery. It appears when promises do not match the delivery. The service delivery depends on the service quality specifications. If they do not match each other the GAP 3 appears. The GAP 1 occurs between the management perceptions of customer expectations and the expected service. It appears because the service provider does not know what the customer expects. And finally, GAP 2 occurs between the management perceptions of customer expectations and the service quality specifications if the wrong quality standards were consulted. Regarding the five dimensions of SERVQUAL model, it is also indicated that the largest gap is perceived in Reliability followed by Empathy, Responsiveness, Assurances and Tangibles, respectively.

Service Quality, Service Quality Gaps Model, SERVQUAL, Expectations, Perceptions