The Effect o f Service Convenience o n Customer Satisfaction and Behavioral Responses i n Bank Industry

To retain customers, organizations have to satisfy them particularly in service industry. Service convenience is complex and is comprised of five convenience types, namely, decision, access, transaction, benefit, and post - benefit. The objective of the stud y was to investigate the effect of service convenience on customer satisfaction and behavioral responses. Data were collected with questionnaire instruments. Model was developed and tested with structural equation model (SEM) using data collected from the 263 Sepah Bank (the first Iranian bank) customers. The results show that service convenience has a positive effect on customer satisfaction and behavioral responses a nd customer satisfaction has a positive effect on word of mouth communication and intentio n to switch.