بهبود كيفيت خدمات بانك ها: رويكرد تلفيقي مدل كانو و ماتريس كنترل عملكرد (مورد مطالعه: بانك صادرات)

Improving the Quality of Banking Services: Provide an Integrated Methodology for the Kano Model and Performance Control Matrix (PCM) (The Study Of: Saderat Bank)

يكي از اهداف اساسي سازمان‌‌هاي خدماتي، به‌خصوص بانك ها، افزايش سهم بازار است. اين مهم محقق نخواهد شد، مگر در سايه‌ي افزايش سطح كيفي خدمات. بنابراين، پژوهش حاضر به دنبال بررسي سطح كيفي خدمات بانك صادرات و ارايه‌ي راهكار‌هاي مناسب براي بهبود كيفيت خدمات است. جامعه‌ي تحقيق عبارت است از مشتريان شعبه‌ي مورد مطالعه، و حجم نمونه براساس فرمول كوكران تعداد 170 نفر محاسبه شد. به‌منظور شناسايي مولفه هاي داراي شكاف و تعيين نياز هاي جذاب، به‌ترتيب از مدل هاي تحليل شكاف و كانو استفاده شد. همچنين به‌منظور طبقه‌بندي و ارايه‌ي راهكار هاي مناسب براي بهبود نياز هاي جذاب، از مدل «ماتريس كنترل عملكرد» استفاده شد. نتايج حاصل از تحليل داده ها حاكي از وجود شكاف در تمامي 29 مولفه و قرارگيري 9 مولفه در دسته نياز هاي جذاب است. همچنين، مدل ماتريس كنترل عملكرد منجر به تقسيم‌بندي اين 9 مولفه و انتخاب راهبرد مناسب براي بهبود كيفيت خدمات شعبه‌ي مورد مطالعه شد.

Nowadays, increasing the proportion of markets is the most fundamental purpose of organizations in today’s complex and dynamic global economy. This purpose is not possible without attracting and increasing customers’ satisfaction; in other word, if organizations demand to earn more profit, they should pay attention to customer’s satisfaction. Since the quality of banking services to clients in attracting and retaining customers is undeniable, the present study sought to examine the level of service quality offered in one of the subsidiaries of Iranian Saderat Bank and the solutions for improving the quality of service at this branch. The application of this study is based on survey method and questionnaire. In order to collect the data, we used questionnaires to measure quality of service by 29 criteria in 7 dimension. In this study, the clients of Iranian Saderat Bank branch were under experiment. Due to the limited number of the clients, we used Co-hron formula, shared questionnaires with 170 persons, and calculated the result based on 0.11 variance. Techniques used in analyzing the data of this research consist of analysis model to identify gaps between expectations and perceptions of the elements of service quality of the bankʹs customer. Also, we used Kano model in this study aimed to identify customers’ needs, and then offered attractive solutions to improve them. Finally, we used Performance Control Matrix (PCM) Model to provide strategies for improving and providing the performance, and set priorities for action identified by the Kano model to improve them. The result of analyzing data shows that each of 29 components has gaps in the branch of study. Also, the result of Kano model analysis indicates that 9 components have taken attractive criteria into account. Finally, Performance Control Matrix model leads to the classification of 9 attributes and selection strategies for improving the quality of branch under study.