Measuring customer satisfaction using SERQUAL survey

The focus of this research is on assessing the quality of services of Tehran’s Saman bank and the available gap between customer’s expectation and perception. Also the relationship between customer’s satisfaction and each dimension of service quality (ie: reliability, tangibility, responsiveness, assurance and empathy) and ranking them accordingly, is investigated. The statistical population of this research is consisted of Tehran’s Saman bank customers. The research methods of this study are descriptive-survey as well as correlation. The statistical approaches of this study are correlation, t-student as well as Friedman tests. The results from a sample of 276, shows the service quality dimensions affect customers' perception based on SERQUAL. In addition, there are significant relationship between customers' perception and their satisfaction of the offered services. However, there are negative gaps between customers' perception and their level of expectation

Prioritizing Communication Mix in Agriculture Bank in Kurdistan Province from Marketing Perspective

Success or failure of many organizations and companies depends on their promotional activities. Regarding the important role of this, organizations should have suitable mix for their promotional activities such that it has maximum efficacy. Therefore, this research aims at studying communication mix elements in marketing and determining the most important communication mix. For this purpose, a questionnaire was prepared and distributed to 20 managers and marketing experts of Agriculture Bank in Kurdistan province. Then, data were analyzed using AHP method. Regarding obtained results about prioritizing communication mix in marketing, the priority is advertising, sales promotion, public relations, personal sale and direct marketing. Among 16 tools for communication mix, the most effective advertising tool is TV commercials, the most important sale promotion tool is lottery, the most important public relations tool is attending in charities, the most important personal sale tool is face to face sale and the most important direct marketing tool is marketing with catalogue

Barriers to establish e-business for developing tourism industry: A case study of Kish Island

In this paper, we present an empirical study for ranking different barriers on developing e-business in one of the free zones called Kish Island in. This Island is located in south part of Iran and it is one of the most beautiful free zones of this country with tremendous opportunities for tourism industry. The proposed study gathers important factors in five different groups of economical, social and cultural, political, technology and software packages. In each group, decision makers determine various influencing factors and after three rounds of brainstorming, analytical hierarchy process is used to rank these factors. Based on the results, the lack of a good infrastructure (0.206), the lack of good culture among ordinary people to use e-businesses (0.205), the lack of good knowledge on internet services among ordinary people (0.204) are some of the most important factors preventing e-business in this region