Identification and Prioritization of Service Quality Indicators in the Banking Industry (Case Study: Tejarat Bank)

Abstract

The present study was conducted with the aim of identifying and prioritizing service quality indicators in the banking industry. This research adopted a qualitative approach and, in terms of purpose, was classified as a fundamental study. The research participants consisted of 18 experts in the fields of banking and marketing management, who were selected through purposive sampling until theoretical saturation was achieved. Data were collected using semi-structured interviews. For data analysis, in addition to examining the demographic characteristics of participants, three methods were employed: thematic analysis using MAXQDA software, the Delphi technique, and Interpretive Structural Modeling (ISM). The findings indicated that the service quality model in the banking industry comprises six levels of indicators, respectively: perceived value quality (trust and assurance, customer valuation, and service benefits), communication and information quality (trust and assurance, customer valuation, and service benefits), digital service quality (digital user experience, system stability and security, and digital innovation), process and operations quality (ease and smoothness of processes, system efficiency, and standardization and transparency), human interaction quality (employee behavior, professional competence, and trust-building), and organizational environment and structure quality (physical branch environment, organizational culture, and managerial support). Therefore, in the current era, where competition in the banking industry has intensified, attention to all aspects of customer experience—from initial interaction to final support, as well as internal organizational structures—is considered essential for achieving differentiation and long-term success.