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RESEARCH PRODUCT

The assessment of critical factors influencing service quality of banking system in Iran

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Master's thesis in Business administration (BE501) The present paper is a study aimed at the assessment of factors of service quality. This is accomplished by measuring the level of perceptions and expectations of the respondents from the delivered servicesand subsequently, finding the critical factors influencing customer`s perceived service quality in Iran. Perceived service quality is the difference between the customer`s perceptions and expectations.In other words, finding the service qualitygap is the aim of the study. Karafarin bank was chosen as an example for this study. Based on the literature review, SERVQUAL model was selected for this study that includes five dimensions of tangibility, reliability, responsiveness, assurance, and empathy.”