Relationship between Customers' Personal Characteristics and their Assessment of Service Quality

Competition to improve the quality of service is one of the strategic and key challenges of banks. Banks providing higher quality services will achieve higher levels of customer satisfaction leading to sustainable competitive advantage.The present article seeks to measure customer evaluation of the quality of services of Bank Melli branches and also to examine the relationship between personal characteristics of customers and their evaluation. The statistical population of the study includes all natural customers of Bank Melli branches in Tehran. Using stratified random sampling, 336 customers were selected and the hypotheses were tested using confirmatory factor analysis and generalized SERVQUAL (service quality) model. Findings indicate the rejection of research hypotheses. In other words, there is no significant difference between customers' evaluations and their personal characteristics.