Prioritization of the Effective Factors in Service Quality and Customers Satisfaction Using Grey Relational Analysis (GRA) Method

Authors

1 Department of Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran

2 Shiraz Branch, Islamic Azad University, Shiraz, Iran

Abstract

Due to the importance of “service quality and customers
satisfaction” subject, this study seeks to investigate and prioritize the
factors which are effective on service quality and customers satisfaction
using Grey Relational Analysis (GRA) Method. In the case of statistical
populations with large sizes, none of the other methods can compete
with GRA from the viewpoint of calculation accuracy. The statistical
population of this study involves SADERAT BANK branches of Shiraz
city. The effective factors in service quality and customers satisfaction
are investigated and prioritized by taking account of customers
expectations and perceptions. In order for this, 108 questionnaires were
randomly distributed among customers and results showed that among
the aspects of service quality indicator “communion” and “tangible and
physical evidence” respectively have the highest and the lowest priority
from the viewpoint of customers expectations and perceptions. The
biggest difference between customers expectations and perceptions is
observed for “tangible and physical evidence” aspect. Among the indicator
factors of customers satisfaction “customers compliments management”
indicator has the highest priority, while “service receiving cost”
and “service quality” indicators have the lowest priority, respectively from the viewpoint of customers expectations and customers perceptions.
Among all criteria, “paying higher deposit interest rate” and “establishment
of friendly relationships with customers” have the highest
priority, respectively from the viewpoint of customers expectations and
customers perceptions, while the criterion “customers sense of safety in
their relationships with bank” has the greatest importance and weight
among all criteria.

Keywords