Prioritization of the Effective Factors in Service Quality and Customers Satisfaction Using Grey Relational Analysis (GRA) Method

Due to the importance of “service quality and customers satisfaction” subject, this study seeks to investigate and prioritize the factors which are effective on service quality and customers satisfaction using Grey Relational Analysis (GRA) Method. In the case of statistical populations with large sizes, none of the other methods can compete with GRA from the viewpoint of calculation accuracy. The statistical population of this study involves SADERAT BANK branches of Shiraz city. The effective factors in service quality and customers satisfaction are investigated and prioritized by taking account of customers expectations and perceptions. In order for this, 108 questionnaires were randomly distributed among customers and results showed that among the aspects of service quality indicator “communion” and “tangible and physical evidence” respectively have the highest and the lowest priority from the viewpoint of customers expectations and perceptions. The biggest difference between customers expectations and perceptions is observed for “tangible and physical evidence” aspect. Among the indicator factors of customers satisfaction “customers compliments management” indicator has the highest priority, while “service receiving cost” and “service quality” indicators have the lowest priority, respectively from the viewpoint of customers expectations and customers perceptions. Among all criteria, “paying higher deposit interest rate” and “establishment of friendly relationships with customers” have the highest priority, respectively from the viewpoint of customers expectations and customers perceptions, while the criterion “customers sense of safety in their relationships with bank” has the greatest importance and weight among all criteria.