Investigation and Measurement of Service Quality in City Bank and its Relationship with Customer Satisfaction

According to the principles of modern marketing, new banks have to make big paces in meeting the needs and expectations of their customers; otherwise they will not have a convenient position in the financial market in near future despite their experience and expertise. In recent years, much attention has been paid to customer needs and service quality levels, and presenting customers with high level services as an instrument for achieving competitive advantage in the market. The more customers are aware of banking presentable services and service-related standards, the more sensitive they expect for receiving qualified services. Regarding this sensitiveness, City Bank undertook a research to increase their awareness of customer needs and expectations so that they plan their future activities using reliable and more scientific references. The research has been undertaken in all branches of City Bank in Tehran. According to the simple random selection ,sample population of bank customers has been 385 people. Research tool is researcher made questionnaire including 29 questions that has been used for data collection with credibility of 0.903 after calculation of Cronbach s Alpha. Several dimensions such as reliability, credibility, tangible factors, empathy, accountability, and satisfaction have been measured in this questionnaire. The relationship between the variables has been measured by Pierson correlation coefficient; and according to the research, there has been a meaningful relationship between customer satisfaction and investigated variables. Meaningfulness level being lower than 0.01, results could be explained with reliability of 99 percent. The most powerful correlation coefficient is between customer satisfaction and bank staff response to customer needs. According to the results, all the hypotheses of the research have been approved. It means that City Bank possesses an up level of customer satisfaction.

Keywords:

City Bank , banking , service quality , customer satisfaction