Evaluation of customer satisfaction about Bank service...

Available online at http://ijim.srbiau.ac.ir/

Int. J. Industrial Mathematics (ISSN 2008-5621)

Vol. 6, No. 2, 2014 Article ID IJIM-00420, 12 pages

Research Article

Evaluation of customer satisfaction about Bank service quality

A. R. Shahraki ∗ †

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Abstract

This research has studied and ranked the service quality and its relation with customers’ satisfactionin a bank in Iran. In the theoretical principles section, the concepts and definitions related to services,satisfaction, banking and research background have been studied. The statistical community of thestudy was all the bank customers that have referred to the bankand have had interest-free loanssavings accounts or current accounts. The study statistical sample was calculated using the formula;then a questionnaire was designed and distributed among sample members and finally, the researchhypotheses were examined using collected data. Pearson correlation coefficient test was used to testthe first hypothesis and specifically related hypotheses. Also, the Friedman ranking test was usedto test the second hypothesis. The first hypothesis test results showed that there is a positive andsignificant relationship between service quality and customers’ satisfaction. The second hypothesistest results also showed that there are significant differences among the priorities of the constituentelements of service quality.

Keywords : Quality; Service; Customers’ satisfaction; Quality of Banking services; Bank.

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1 Introduction

One of environmental factors is the customersof an organization. Management experts

consider achieving the customers’ satisfaction asone of the most important tasks and prioritiesof companies’ managements, and have mentionedthe need for ongoing and sustained commitmentof senior managers for customer satisfaction asthe main prerequisite to success. One of the im-portant requirements in the development of orga-nizations and companies is to consider the cus-tomers and their satisfaction achievement as theheading of their goals and activities.Banking and financial services form a very im-portant part of the service industry [17]. The fi-nancial services landscape in the world is rapidly

∗Corresponding author. [email protected]†Department of Industrial Engineering University of

Sistan and Baluchestan, Zahedan, Iran.

changing [16]. Many modifying, structural andtechnologic changes have occurred in the world’sbanking industry in order to move toward an in-tegrated global banking environment [5].Fully understanding of the customer, consideringhim/her as the priority and providing quality ser-vices are as the assuring factors of success in thetoday’s business market. Today’s interpretationmade of a customer is quite different to what hasprevailed in the past. This means that a cus-tomer is not a mere purchaser of goods or ser-vices any more, but he is rather considered as anactive and influential member in all business ac-tivities. Thus, having new strategies, paying at-tention to key points in establishing, maintainingand expanding relationships with customer andtrying to satisfy him in all stages will increasethe efficiency and effectiveness of an organizationin achieving the customer- based goals and willresult in a base of loyal customers in long-term.Many companies have realized the fact that con-

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158 A. R. Shahraki /IJIM Vol. 6, No. 2 (2014) 157-168

tinued providing top quality services can bringa strong competitive advantage over competitors[12]. The customer and customer satisfactionterms in service providing organizations, espe-cially banks due to their complete dependence forsurvival, become much more important. Provid-ing different products by various banks (bank-ing services), in order to retain existing cus-tomers and attracting new customers and ulti-mately gaining a greater share of the compet-ing banking market indicates such an importance.Therefore, knowledge of the organization imagein the customers’ opinions in order to identify thestrengths and weaknesses and improve the per-formance level is considered as the key prioritiesof all organization, especially banks. This studyseeks to investigate the issue of customer satisfac-tion and evaluation the importance of customersatisfaction in receiving banking services.

2 The concept of satisfaction

It can be defined as the cognitive or emotional re-actions that occur in a person in response to ser-vice encounters [1]. It should be noted that cus-tomer satisfaction is influenced by several factorsthat one of the most important of these factorsincludes the quality of product or service.In fact,the customer satisfaction has a close relationshipwith providing quality or service.

3 The concept of services

Due to the variety of services, defining them hasbeen always difficult. What makes this compli-cated is the fact that because of the intangibil-ity of most data and outputs, understanding andidentifying the ways to perform and provide theservices would not be often easy [15]. The termof service has a wide variety of meanings, andthis feature has led to much ambiguity in its con-cept in management texts [13]. Groner definesservice as: ”A service is a more or less intangi-ble activity or set of activities that are usuallybut not necessarily performed in the interactionsbetween customers and service providing person-nel and/or physical resources or goods or serviceproviding systems as well as offering solutions tocustomer problems ”[9].

The concept of quality

Quality is determined by the customer neitherby the manufacturer nor the service provider. Inclear words, the quality includes a set of servicesand characteristics of a good or service that pro-vides the needs and satisfaction of the consumer[10]. The quality starts from the customer andpaying attention to goods or services, regardlessof the customer opinion, is not necessarily accom-panied by quality [7]. Usually, the quality is de-fined based on the product compatibility with thecustomer’s considered characteristics or based onthe rate that the product can meet the previousexpectations of the customer [14].

4 The concept of services qual-ity

Since the day that the role of the service in every-day life became evident, the services quality issuewas considered as the main feature of competitionamong organizations so that given the quality ofservices, the organization can be become differentfrom its competitors and this results in achievingcompetitive advantage [8].

5 The concept of banking ser-vices quality

The tendency to services quality play an impor-tant role in service providing industries such asinsurance services, banking, etc., since the qual-ity of services is considered crucial for the survivaland profitability of the organization [22]. In thefield of banking services, the quality of services isdefined as the costumer’s belief or opinion aboutthe level superiority of service offered in the bank[4].Therefore, as mentioned above, the quality in-cludes a set of features and characteristicsofgoods and services that supply the customer sat-isfaction. In this study, the researcher has con-sidered the quality in six dimensions, including:

1. Acceptance of Islamic rules

2. Confidence

3. Credit

4. Tangible factors

5. Sympathy

A. R. Shahraki /IJIM Vol. 6, No. 2 (2014) 157-168 159

6. Accountability

6 Background of research

In the service quality literature, the most com-mon model for measuring service quality isServqual scale that was developed in 1988 byParasuraman, Zeithamel and Berry [18] based ongap model. Assessment of services quality in thismodel is done based on the customer’s actual per-ception of service quality provided in comparisonwith the ideal situation [11].Bahia and Nantel have noted some points in theirmodel in 2000 [6] about the Servqual model andits deficiencies. Their main objection was relatedto the lack of comprehensiveness and holistic vi-sion of this scale, and they believed that other di-mensions are added to the Servqual scale in someservices.Aldigan and Butell [2] presented a scale in theirmodel as the scale of equivalence system of bank-ing services quality that was included 21 compo-nents.

7 Methodology

Based on methodology, this research is a two vari-ables descriptive-correlative study. The study canbe performed for further understanding of presentconditions on the quality of services and to assistthe bank management in decision-making pro-cess. In this study, a series of banks located inthe city of Zahedan in Sistan and Baluchestanprovince in Iran were considered.

8 Data collection methods

Collection of required data and information is akey issue in any research. In choosing the collect-ing tool, the researcher must take into consider-ation two vital points. First, he has to choosethe right approach with enough knowledge andsecondly, he would rather use a combination ofseveral solutions in stead of one single solution[20].

Two methods have been used in this study.In the library method, various related policies

were used as well as using numerous Persian andLatin books, pamphlets and articles in order tobetter understanding of the issue and keeping upwith new topics.

In field method, instruments including inter-views, questionnaires and observation have beenused. In the beginning of the research, to increasethe accuracy of issue in the service quality area,a limited number of experts in the province’sbank were visited and interviewed along review-ing documents and records. While compiling thequestionnaire, an interview was also done withsome of the bank’s costumers. Finally, duringthe survey performing and completing the ques-tionnaires, because of the attendance of the re-searcher in most of questionnaires fulfillment, thepeople who were willing to have an interview wereinterviewed. It has to be said that the observa-tion tool was used during multiple referrals andvisits of customers to the bank.

Data collection methods are summarized in thefollowing table:

The research hypotheses

This study has two main hypotheses that thefirst hypothesis includes six specific hypothe-ses.The research hypotheses are:

1. There is a significant relationship among thedetermined factors in the research model andthe customer’s satisfaction.

1. (a) There is a significant relationship be-tween acceptance of Islamic laws andacting based on them and the cus-tomers’ satisfaction

(b) There is a significant relationship be-tween the bank confidence and the cus-tomers’ satisfaction

(c) There is a significant relationship be-tween the bank credit and customers’satisfaction

(d) There is a significant relationship be-tween the tangible factors in the bankand the customers’ satisfaction

(e) There is a significant relationship be-tween the empathy and customers’ sat-isfaction

(f) There is a significant relationship be-tween the bank accountability and thecustomers’ satisfaction.

1. There are significant differences among thepriority of constituent elements of servicesquality in the province banks.


9 The conceptual model of theresearch

To present the research hypotheses, a model wasused based on that the researcher intended toidentify the constituent indicators of service qual-ity in the bank of province. Based on this, thepreliminary conceptual model of research was de-signed by the researcher, which is seen in Figure1: Thus, the conceptual model forms the foun-

Figure 1: The preliminary conceptualmodel of the research

dation of all the research. However, the con-ceptual model in this study has been designedbased on kiwi and Kampenhout model and isa deductive type. So, at first the dimensionsand then the concept, components and indicatorshave been designed respectively. In this study,the constituent elements of service quality havebeen classified into six categories based on librarystudies and literature review, review of studies re-lated to the constituent elements of service qual-ity, interview with experts and distribution of theinitial open questionnaire among bank managersand experts in the province; these six classes formthe preliminary conceptual model of the research.Indentifying the constituent elements of servicequality in the banks of Sistan and Baluchestanprovince requires more detailed investigating ofcollected literature, conducted exploratory inter-views and distributed preliminary questionnaires,so that they can be measured by questionnairetool as well as prioritized and ranked based ontheir intensity and degree of impact.The final conceptual of this model (dimensionalmodel) is formed as follows. This model that in-cludes constituent indicators elements of the bank

services quality proportional to the factors includ-ing acceptance of Islamic laws, confidence, credi-bility, tangible factors and accountability is seenin Figure 2.It should be noted that this diagram is the ba-sis for next steps in research and the researcherintends to complete it in continue. In the first,the measuring instrument in the survey, meaningthe questionnaire, is introduced. This tool is asuitable means for gathering information on rele-vant topics as well as a good tool to identify theconstituting factors of services quality in banksof the province.

Figure 2: The final conceptual model of theresearch (dimensional model)

10 The research measurementinstrument

A questionnaire was used to measure the researchvariables. In this regard, two types of ques-tionnaires have been designed: Preliminary andfinal survey questionnaires. In the preliminaryquestionnaire, after modifying comments ofexperts, the final questionnaire was developedand distributed among 400 costumers of bankbranches of the province that finally based onthese questionnaires and exploratory interviews,the desired parameters or dimensions for design-ing the final conceptual model of this study weredetermined. In the final questionnaire, initiallythrough a series of exploratory interviews withexperts and professionalsof the bank as well asstudying books, magazines, and Persian andLatin texts, several key factors were collectedto design the appropriate questions. Then, an


initial questionnaire was prepared, and afterconsulting with experts, the final and mainquestionnaire for the research was designed;this questionnaire was called a survey andranking questionnaire of service quality and itsrelationship with customers’ satisfaction in thebank of Sistan and Baluchestan province, whichthe researcher distributed it in the statisticalpopulation of the survey.

11 The content of the final ques-tionnaire

The questions of the questionnaire have been de-signed in two sections including questions relatedto individual features of the sample and questionsrelated to test the research hypotheses. The ques-tions related to individual features of the audi-ence or the so-called demographic characteristicsare six questions that describe the selected statis-tical samples, while the questions related to theresearch hypotheses including 20 questions devoteto clarify, describe and finally test the researchhypotheses. These questions have been designedbased on the SER VPERF questionnaire, and fiveoptions have determined for each question (veryhigh, high, moderate, low, very low); the respon-dent has been asked to select one of them bymarking a X symbol. Also, to prevent the confu-sion of the respondent, questions related to eachcategory of hypotheses have been separated fromeach other.

The validity of the questionnaire

Validity or credibility means that the mea-suring tool can measure the desired property.In other words, the validity concept answers tothis question that how much the measurementinstrument can measure the studied property[21].

In the present study, the researcher-made ques-tionnaire was used to do the pilot test; mean-ing that, the preliminary questionnaires were dis-tributed among 20 percent of samples in the firstphase and collected after completion; then theirrelevant and unintelligible questions were basi-cally reviewed. Then, the final questionnaire witha new edition (result of modifications and correc-tion of the preliminary questionnaire) was devel-oped and distributed the second phase.Obviously,

the selected questionnaire has been provided us-ing reliable sources related to the bank services.

12 The reliability or constancyof the questionnaire

Another item that should be considered in re-search works is the constancy or reliability ofthe measurement instrument. The reliability of ameasurement tool means that if such a question-naire is measured in another place and in simi-lar conditions, the achieved results will be simi-lar, accurate and reliable. The measurement re-liability of an instrument is conducted with theaim that instrument can be applied in differenttimes and places, and if the research is done byanother individual or researcher in other timesand places, the same results can be achieved[21]. This feature is related to the measure-ment tool, meaning that, the obtained resultsfrom the questionnaire in similar conditions towhat extent will be achieved. To determine andcalculate the final coefficient, different methodsare being used, including test repeating method,equivalent-making method, Tensief method andCoder- Richardson method, of which the bestknown is the alpha Cronbach’s method [3].Therefore, in this research, the questionnaire con-stancy or reliability was calculated using the al-pha Cronbach’s measurement method, which isused to measure the internal consistency of aquestionnaire or tests that measure various fea-tures. In this study, the mentioned alpha valuecalculated by SPSS software that its value isequivalent to 937/0, which is statistically consid-ered as an optimal value.

Scale measurement of the research

One of the most common scales of measuringviews about a subject is the Likert scale. In thisstudy, to measure the respondents’ views aboutthe constituting indicators of services quality inbanks of Sistan and Baluchestan province, therespondents are measured over a five-score spec-trum Likert ranking scale. The questionnaire re-sponse spectra consist of very high, high, mod-erate, low and very low, for which the codes in-cluding 1, 2, 3, 4 and 5 have been considered toanalyze them. The example of used scale in ques-tionnaire is seen in Table 1.


Table 1: The initial values of weights.

Options Very much much average low Very low

Specific code analysis 5 4 3 2 1

13 Statistical population

In this study, the statistical population includesall the customers of Sistan and Baluchestanprovince bank that are located in the branchesof Zahedan city; according to this definition, theonly factor to put an individual in the samplepopulation is being a bank customer and usingthe bank services. In other words, in this partic-ular case, factors such as age, gender, education,housing location, etc. are not important.

14 Sampling method

In this study, the stratified random sampling isused. In this study, based on stratified sampling,the studied population units, meaning the bankcostumers, are grouped into groups that are morehomogenous in terms of the feature (the qual-ity of services) to lower their variations withinthe groups. Then, from each class, some exam-ples are chosen proportionally. Therefore, the to-tal bank branches in Zahedan were classified intwo supervisory units, and a number of brancheswere selected from each branch based on the ra-tio of branches in that supervisory unit to thetotal branches in Zahedan city. Also, the numberof chosen costumers in each supervisory unit wasselected according to the branches ratio in eachsupervisory unit to the total branches.

15 Sample size

To determine the number of samples requiredto estimate the studied parameter using theCochran sampling method, the size of allowableerror in the estimation of the parameter shouldbe considered. The error size (d) is usually ex-pressed as the difference between the parametervalue and its estimate. |M − Y ′|d =.To estimate the P parameter than to the popula-tion members that have a special characteristic,the following equation is used:

n =z2α/2pq

d2

Where, the ”p” is the estimated ratio of variableattribute using the previous studies and q = 1-p.Ifp value is not available, its value can be consid-ered equal to 5% p. In this case, the variancevalue appears to its maximum, meaning 0.25.

Since, the ratio of variable attribute can be es-timated in this study, we consider the p value as0.5. Also, the allowable error value is consideredas d =% 5. Also, we have:

zα/2=%25 = ±1/96

Therefore, the sample size or the number of se-lected costumers is as:

n =(1/96)2 (0/5) (0/5)

(%5)2∼= 384

The most important statistical methods usedin this study are as following:

K2 Test:

To use this test, the statistic value that isshown by ”t” is used; the statistic of K2 test isas follows:

t =x̄− µ0

sx̄

Friedman test:

As there is a need to corresponding nonpara-metric method of ”one-way variance analysis”, insome cases it is necessary to analyze the statisti-cal data in a two-way classification correspondingto the two-way variance analysis. The test thatis used under these conditions is the ”analysis ofvariance using the ranks” or Friedman’s analysisof variance [19].

x2 =12

nk (k = 1)

k∑j=1

R2j − 3n (k = 1)

Data analysis:


Analysis of demographic data

In this study, demographic data include gen-der, age and education, which will be examined.According to that three questions of job, bank ac-count type and account period time are optional,we will ignore them in the study.

1. Gender

As it is seen in Table 2, 64% of costumers re-ferred to the bank are men and 36% are women.This suggests that most of bank customers aremen. See Table 2.

1. Age

According to figures contained in Table 3, theages of 13.1% of customers are less than 25 yearsold, 41.3% between 26 to 35 years old, 19.1% be-tween 36 to 45 years old, 17.4% between 46 to55 years old, and 3.9% are older than 56 yearsold. Also, 5.2% have not answered to this op-tion. Thus, the minimum and maximum numbersof the province bank are respectively in the agegroup over 56 years old and age group between26 to 35 years old.

1. Education

According to Table 4, the education levels ofthe province bank costumers are as following:15.2% under diploma; 22.2% had a diploma;17.8% had a junior college; 13.7% had a bach-elor’s degree; 8.3% had an M.A; and 3.1% had aP.H.D. The 7/1% has not responded to this op-tion. Thus, we can conclude that most of thebank customers have undergraduate education.

16 Research findings

Statistical hypothesis test is used for data anal-ysis. The used tests in this regard include K2and Friedman tests, based on which the researchhypotheses have approved or rejected. Notethat the computing operation of statistics of thestatistical assumptions test has been performedthrough SPSS software. The study includestwo main hypotheses that the first hypothesisconsists of six sub-hypotheses, which have beenanalyzed in the following in this chapter.In order to test the first hypothesis, initiallytesting of sub-hypotheses is performed that only

testing of the first section of the first hypothesisis mentioned as an example.

Testing the 1-1 hypothesis

1. Hypothesis title:

There is a significant relationship between ac-ceptance of Islamic laws and acting based onthem and customers’ satisfaction.

1. Study method:

To run and test this hypothesis, the researcherhas designed three questions.

Then based on Likert spectrum, the options in-cluding very high, high, moderate, low and verylow have been considered for each question. Incontinue, for evaluation of the answered ques-tions, the coding of 1 to 5 has been dedicated re-spectively to the mentioned options. There is nosignificant relationship between acceptance andacting based on Islamic laws and the costumers’satisfaction. H0

There is a significant relationship betweenacceptance and acting based on Islamic laws andthe costumers’ satisfaction. H1 Testing the firsthypothesisThe hypothesis titleFor the customers’ satisfaction, the level ofconstituting factors of services quality in theSistan and Baluchestan province bank is enough.To achieve the results of this hypothesis, thePearson correlation coefficient test was used.Based on Pearson correlation coefficient test,this hypothesis was confirmed. The obtainedcorrelation coefficient is r= 532% that by the 95%confidence level, this hypothesis was accepted.Thus, it can be concluded that there is a directand positive relationship between the servicesquality of province bank and the costumers’satisfaction. This means by increasing thequality of services, the costumers’ satisfactionwill increase.

This means:

For the customers’ satisfaction, the level ofconstituting factors of services quality in theSistan and Baluchestan province bank is enough.

Testing the second hypothesis


Table 2: Sample number and sex.

frequency sex

percent number

6436100 14684230 malefemalTotal

Table 3: Distribution of respondents comments based on age group.

frequency Age group

percent number

13.141.319.117.43.95.2100 30954440912230 Less to 2526-3536- 4546- 55Top to 56No answerTotal

The hypothesis title:

There are significant differences among the pri-orities of constituent elements of services qualityin the province bank.Based on the computer output, the order of pri-orities of constituent elements of services qualityis as follows:

17 Conclusion

As previously mentioned, there are two mainhypotheses in this study that the first hypothesisconsists of six hypotheses. Here, initially theresults of sub- hypotheses and then the results ofmain hypotheses are presented.

The 1-1 hypothesis.

There is a significant relationship between ac-ceptance and acting based on Islamic laws andthe costumers’ satisfaction.

Based on the existing findings in the research,144 persons (63%) of the population sample haveanswered to this hypothesis questions by the op-tions including moderate, high and very high;thus, there is a direct and positive relationship be-tween the acceptance and acting based on Islamiclaws and the customers’ satisfaction. It meansthat by increasing in operating based on Islamiclaws in the province bank, the satisfaction of cus-tomers’ increases. The mean of responses given to


Table 4: Distribution of respondents’ opinions based on education.

frequency Education

percent number

15.222.217.831.78.33.11.7100 355141731974230 under diplomadiplomajunior collegebachelor’sdegreeM.AP.H.Dnot respondedTotal

Table 5: Questions about acceptance and acting based on Islamic laws.

Indicators considered

1 Encourage people to loan account

2 Loan facility

3 Providing facilities

Table 6: Calculations of statistics and critical values for hypothesis 1-1

results Asymp.sig test Critical valu aError level

Reject Ho 0 29.616 991.5 20.05

the questions about confidence dimension is equalto 4.22. Therefore, it can be concluded that theprovince bank costumers believe this bank actsbased on Islamic laws in the range of high to veryhigh options.

The 1-2 hypothesis:

There is a significant relationship between thebank confidence and the customers’ satisfaction.

Based on the research findings, 48 cases

(21%) have answered to the questions of thishypothesis by options including moderate, highand very high. Therefore, there is a directpositive relationship between the confidenceand costumers’ satisfaction of the bank. Itmeans that by increasing the confidence level ofthe province bank, the customers’ satisfactionincreases. Meanwhile, the mean of responsesgiven to the questions of confidence dimension isequal to 4.06. Thus, it can be concluded that in


Table 7: The Priority of constituent elements of services quality in the province Bank

state mean Row

acceptance Islamic lawsConfidenceAccountabilityEmpathyTangible factorsCredibility 22/406/499/398/383/347/3 123456

the customers’ view, the confidence level of theprovince bank to the customers is in high level.

The 1-3 hypotheses

There is a significant relationship between thebank credibility and the customers’ satisfaction.Based on research findings, 105 persons (46%)of the sample population have answered tothis hypothesis questions by options includingmoderate, high and very high; thus, there isa direct and positive relationship between thebank credibility and the customers’ satisfaction.It means that by increasing the province bankcredibility, the customers’ satisfaction increases.Meanwhile, the mean of responses given toquestions of credibility dimension is equal to3.74. Therefore, it can be concluded that thecostumers of province Saderat bank believe thatthe bank operates based on credit from moderateto high level.

The 1-4 hypotheses

There is a significant relationship among thetangible factors of the bank and the customers’satisfaction.

Based on the findings of the study, 98 persons(43%) of the sample population have answeredto this hypothesis questions by options includingmoderate, high and very high. Thus, there isa direct and positive relationship between the

tangible factors in the bank and the customers’satisfaction. It means that by increasing theprovince bank the tangible factors, the cus-tomers’ satisfaction increases. Meanwhile, themean of responses given to questions of tangiblefactors dimension is equal to 3.83. Therefore, itcan be concluded that the tangible factors in thebank are considered more than average by thecostumers.

The 1-5 hypotheses

There is a significant relationship between thebank empathy and the customers’ satisfaction.

Based on the findings of the study, 93 persons(41%) of the sample population have answeredto this hypothesis questions by options includ-ing moderate, high and very high. Thus, thereis a direct and positive relationship between theempathy in the bank and the customers’ satis-faction. In other words, by improving the empa-thy in the province bank, the customers’ satisfac-tion increases. Meanwhile, the mean of responsesgiven to questions of empathy dimension is equalto 3.98. Therefore, it can be concluded that inthe costumers’ view, the empathy in the provincebank is considered high.

The 1-6 hypotheses

There is a significant relationship betweenthe bank accountability and the customers’satisfaction. Based on the findings of the study,


57 persons (25%) of the sample populationhave answered to this hypothesis questionsby options including moderate, high and veryhigh. Thus, there is a direct and positiverelationship between the bank accountabilityand the customers’ satisfaction. In other words,by improving the accountability in the provincebank, the customers’ satisfaction increases.Meanwhile, the mean of responses given toquestions of accountability dimension is equalto 3.99. Therefore, it can be concluded that inthe costumers’ view, the accountability in theprovince bank is considered high.

Hypothesis 1

For the customers’ satisfaction, the level of con-stituting factors of services quality in the Sistanand Baluchestan province bank is enough.Based on Pearson correlation coefficient test, thishypothesis was confirmed. Thus, it can be con-cluded that there is a direct and positive relation-ship between the services quality of province bankand the costumers’ satisfaction. This means byincreasing the quality of services, the costumers’satisfaction will increase.

Hypothesis 2

There are significant differences among the pri-orities of constituent elements of services qualityin the province bank.

Based on the computer output, the order of pri-orities of constituent elements of services qualityis as follows:

1. Acceptance and acting based on Islamic laws

2. Confidence

3. Accountability

4. Empathy

5. Tangible factors

6. Credibility

In general, each of the above components, re-spectively, has obtained the average values as4.22, 4.06, 3.99, 3.98, 3.83 and 3.47. Thus, it canbe said that the acceptance and acting based onIslamic laws is the most important and strongestcomponent of the province bank. Also, othercomponents of services quality in this bank arehigher than moderate level.

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[22] M. R. Stafford, Determinants of ServiceQuality and Satisfaction in the Auto Casu-alty Claims Process, Journal of Service Mar-keting 12 (1998) 426-440.

Alireza Shahraki is Assistant Pro-fessor of Industrial Engineering atUniversity of Sistan and Baluches-tan. He received his PhD from Sci-ence and Research Branch, IAU in2006 in Industrial Engineering. Hehas published more than 20 peer

reviewed papers and 2 books. His research in-terests include operation research and heuristicMethods.

Evaluation of customer satisfaction about Bank service...

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