A hybrid approach based on SERVQUAL and fuzzy TOPSIS for evaluating banking service quality

Quality of services in banking industry plays essential role in measuring the performance of banks. As customer awareness increases on the services offered by banks, expectations from service quality increases too. Presently, managers of banks use different financial factors such as deposits, credits, etc. to rank their banks. This paper uses SERVQUAL technique to measure customer satisfaction for 14 branches of a bank in city of Kermanshah, Iran. The study first statistically shows that customer satisfaction was not the same for all these banks and then using analytical hierarchy process and The Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) ranks these branches using five components of SERVQUAL method; namely tangibles, reliability, assurance, responsiveness and empathy.