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Determining the level of efficiency and segmentation of of Sepah Bank
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Ghasem Zarei1   , Zahra Kazemi2 , Allahyar Beigi firoozi 3 |
1- Associate Professor of Business Management, Mohaghegh Ardabili University, Faculty of Humanities
2- Master of Business Administration, Department of Business Management, Payame Noor University, West Tehran
3- Faculty of Payame Noor University, Department of Business Administration (Corresponding Author) , beigi.firoozi1365@gmail.com |
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Abstract: (2643 Views) |
| Increasing the efficiency of banks is one of the fundamental steps in the economic development of countries and recognizing the segmentation of branches based on customer satisfaction is essential for adopting the strategic orientation of banks. The purpose of this study was to determining the efficiency of Sepah Bank branches to segmentation of branches based on customer satisfaction with service quality. This research was a descriptive survey and applied study. Data were collected using a questionnaire based on the perceived quality of service components provided by Zitemel et al. (2000). Validity of the questionnaire was assessed by face and content validity and reliability was assessed through Cronbach's alpha coefficient. The statistical population consisted of 41 branches of Sepah Bank Economics in Khorestan province and 384 clients were selected as the sample of the study using stratified random sampling. In this study, for determining the level of efficiency of branches, Data Envelopment Analysis with Scale Variable Efficiency (BCC-I) in input-driven mode and GAMS software was used. Then, the efficiency of the branches is clustered based on customer satisfaction with the quality of service among the efficient branches of Khuzestan province's economy. The results show that first cluster customers are the most important in using modern equipment in the branches, cleanliness, employing specialized staff and creating trust, financial security in their minds. Also, the factors related to “responsiveness” and “empathy” received the highest score from first cluster customers. |
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| Keywords: Segmentation, efficiency, customer satisfaction, quality of service |
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Full-Text [PDF 932 kb]
(673 Downloads)
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Article type: Applicable |
Subject:
Special
Received: 2021/01/29 | Accepted: 2021/09/1 | Published: 2021/09/1
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