Investigate dimensions relationship of service quality and customer satisfaction in banking industrial: comparative model of traditional and e-services

Service quality is known as competitive advantage, as the environment of banking moves toward more challenges besides the diversity of banking services. Service quality would customer satisfaction directly. Organization awareness of the organization image on their customer mind discloses the strength and weakness of the organization. It also enables the organization to adopt contingency strategies for performance improvement. The aim of this paper is defining the critical attributes and key variables affecting traditional and electronic banking service quality, how these services are assessed from the customer point of view and how this assessing is affected their perceptions of overall service quality and satisfaction. So a questionnaire with 53 questions, among 384 customers of three private barnds like Parsian, Pasargad and Eghtesad e Novin bank in 22 sector of Tehran was distributed and filled. Datas are analyzed by structural equations modelling and LISREL 8.7 software, then hypothesises are tested. The results showed that the experience of using e-services and customer perceptions of these services had positive influence on their perceptions of electronic services quality and perceived electronic services quality had positive effect on preference towards traditional services. Also perceptions of traditional and e-service quality had direct positive influence on perceived overall service quality. Furthermore, according to statistic analyses perceived IT-based services quality had more effect on customer satisfaction than traditional services.