The Expectation and Perception of Private Banks Customers Regarding to Service Quality (SERVQUAL)

Financial liberalization has led to intense competitive pressures and private banks dealing in retail banking are consequently directing their strategies towards increasing service quality level which fosters customer satisfaction and loyalty through improved service quality. This article examines the influence of perceived service quality on customer satisfaction. The aim of this study is to examine the service quality from the perspective of bank customers. Service quality is defined as the degree of equality between customers' expectations and their perceptions of the service received. In this paper, we have used SERVQUAL as a technique to measure service quality in the Private banks in Tehran. The aim of this survey is to understand the most important strength and weaknesses of private banks. The results of this study showed that there are service quality gaps between customers' expectations and their perceptions in six dimensions. Furthermore, the privatebanks have to take improvement actions in mentioned dimensions

Keywords:

Banking service , Service quality , Private banks , Customers satisfaction