Ranking SERVQUAL dimensions by using of fuzzy hierarchical analysis techniques in the private banking industry (Case Study: private banks Fars Province)

Abstract

The main objective of this study was to investigate the impact of service quality on customer satisfaction rate private banks Fars Province. Private Banking in the Fars Province, including banks, Pasargad, Parsian, Sinai, Ansar, Ghavamin, Iran zamin, Eghtesad novin, Shahr , Sarmayeh. The study period is the first half of 1396. For ranking of SERVQUAL dimensions including quality of service based on customer satisfaction, Fuzzy AHP technique is used. First, customer satisfaction criteria were compared with each other. Then the quality of service based on customer parameters (Schacht core services, the human factor index, the index system and social responsibility index) were compared. For this purpose, the information you need from the experts (professors and bankers) were collected. Boucher techniques used to test pairwise comparison matrix is incompatible. The ranking was determined that the dimensions of service quality responsiveness, reliability, assurance, tangibles and empathy impact on customer satisfaction. Conclusions are provided at the end of the article.