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

Abstract

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