ارزيابي كيفيت خدمات بانك ملي با استفاده از روش سروكوال از نظر مشتريان استفاده كننده از خدمات بانكداري الكترونيك ( مطالعه موردي: بانك ملي شهر يزد)

Evaluating Melli Bank Service Quality Using the SERVQUAL Method

This paper assesses the quality of services delivered in Melli Banks using the SERVQUAL approach. The present research examines the extent of existing gaps between expectations and services as perceived by the customers of Melli banks. Questionnaires were distributed to 385 bank customers. Assurance was the most important dimension, followed by reliability, accountability, and empathy. Tangibles were the least important dimension. Moreover, the largest gap between expectations and perceptions was in the tangible dimension, and the smallest gap between these areas was associated with confidence.