Service Quality Measurement and Investigation of Its Relationship with Market share Based on SERVQUAL Model (case study: Saderat Bank of Tabriz)

This research attempts to measure the service quality and investigate the relationship between service quality and market share of Saderat Bank of Iran in Tabriz city. For this purpose, SERVQUAL model has been used which is the most reliable instrument to indicate and analyze the gaps between customers’ expectation and perception of their received banking services. To make our research more appropriate, “accessibility” was added as the service quality’s sixth dimension. So the quality of Saderat Bank of Iran services was measured through six dimensions: tangibles factors, reliability, responsiveness, assurance, empathy and accessibility. In this correlation research, 440 of Saderat Bank’s customers were selected by cluster random sampling and were administered by SERVQUAL questionnaire. Finally 400 questionnaires were correctly filled and data analyzing procedure started. The data were analyzed by descriptive analysis methods, Pearson’s correlation coefficient, correlated group T coefficient and multiple regressions. The findings of this research indicated that there was a significant difference between customers’ expectation and their perception in all of the service dimensions except reliability. Also there was a positive correlation between reliability, responsiveness and assurance with market share, and finally reliability was the most important predictor of Saderat Bank’s market share.