The Effect of Using QFD Technique on Improving the Quality of Services in Bank Branches (Case Study: Kashmar, Gonabad and Torbat-e-Heydarieh Bank Saderat)

This study aimed to investigate the improvement of the quality of banking services using Quality Function Deployment (QFD) techniques. The study population was customers of Kashmar, Gonabad and Torbat-e-Heydarieh Bank Saderat branches. Using multi-stage sampling method, 384 questionnaires were distributed among the population. The instrument used in this study was standard SERVQUAL questionnaire and interview method. To calculate the gap between the perceptions and expectations of the quality of services using SPSS software, paired t-test was used. The results of paired t-test showed that there is a significant difference between customers’ perceptions and expectations. Also, Friedman test and one-sample t-test were used to rank the dimensions of the quality of services and determine the status of components to the quality of services, respectively. The results of one-sample t-test indicated that the components of the quality of services have inappropriate conditions. After identifying the gap, customers’ requirements and technical service specifications were identified and their relation was examined in QFD matrix. In the end, the absolute and relative weights of the technical specifications of banking services were accounted and prioritized. Prioritizing the technical specifications was as follows: Announcement of interest rate based on the resolution of Money and Credit Council, presence of parking or place to park the car, Ticket Vending Machine (TVM), installation of types of panels and information brochures, identification of problems and meeting employees’ needs, ATM Machine, the correct guidance of customers, exemption or rebate in wage of banking services, establishment of a computer to access to account status, training employees, updating and development of electronic banking systems, priority in the use of special bank facilities, bureaucracy approved by credit pillars and board of directors and recruitment of sufficient human resource.