Abstract

In recent years, special attention has been paid to concepts and models of service quality. Considering different influence of contextual factors on the number of indices or the number and concept of service quality, many researchers place emphasis on designing localized and service-specific quality models. This research attempted to design a model for evaluating customers’ perceived service quality in Iranian private banks by conducting quantitative and qualitative research. By conducting exploratory and confirmatory factor analyses these researchers designed a model which includes 25 indices and 7 quality dimensions such as, general quality of process, general quality of output, skills and behaviors, accuracy, diversity of services, speed, and servicescape (tangibles). This model has unique characteristics, which reflect Iranian banking industry specific conditions and circumstances.

Key words: Banking, service marketing, service quality, Iran.