Measure customer satisfaction of service quality based on fuzzy approach using a combination servqual and QFD (case study: Agricultural bank in Qaemshahr city)

Services and decisive role has affected the economy of countries in more than half a century. In this regard, considering the growing conditions of competition, efforts to assess and improve service quality has attracted attention of many experts. Based on this, understanding the priority needs and demands of customers and make them in the design and provide products and services are necessary conditions for quality improvement and followed by maintaining and increasing customer satisfaction and ultimately create stable competitive advantage. In this regard, the present article is based on the adjusted SERVQUAL model, at first rating of customer satisfaction evaluate of current service quality the Agriculture bank in Qaemshahr city and then identify their expectations of services, grouped in seven dimensions and the obtained dimensions have been prioritized with AHP model. Demands with high importance and lower satisfaction had as the priority demands selected for review and analysis. Next, using approach adapted three matrixes, QFD has been determined operational requirements needed for designing and providing satisfying services the priority demands of customers in the bank.