A perceived service quality measurement scale in Iran’s retail banking market

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.