Abstract: In this research for studying the significant different between customer’s expectations and customer’s perception of modern banking services, SERVQUAL model has been used. Based on this model the customer’s perception of services has been measured with the use of five latent variables of tangible, responsiveness, empathy, dependability and reliability factors. For this purpose a questionnaire has been prepared and has been distributed among 385 individuals of Bank Melli customers. The collected data have been analyzed with the use of LISREL software. The results of the research indicate that there is a significant difference between the customer’s expectations and their perception of responsiveness and tangible factors, however; there is a significant difference between the customer’s expectations and their perception of dependability, reliability and empathy.
کلید واژگان :Key worlds: Modern banking services, services quality, customer’s expectation, SERVQUAL model.
ارزش ریالی : 600000 ریال
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