University of Isfahan New Marketing Research Journal 2228-7744 2 3 2012 11 21 Investigating the Effective Factors on Customer’s Satisfaction Using SERVEQUAL Model Investigating the Effective Factors on Customer’s Satisfaction Using SERVEQUAL Model 173 186 17624 FA Farzad Ziviar PhD Student of Physical Education Management Planning, Payame Noor University, Tehran, Iran MohammadSadegh Ziaei Associate Professor, Management Faculty, Tehran University, Tehran, Iran Javad Nargesian Master of Educational Management, Shahid Beheshti University, Tehran, Iran Journal Article 2016 06 14 In this article which is the result of a field study, the service quality dimensions of Isfahan Mellat banks and the rate of customer’s satisfaction with the banks services were studied. After reviewing relevant researches, a questionnaire with closed questions was designed to measure the service quality dimensions of Isfahan Mellat banks and the rate of customer’s satisfaction with the banks services. Necessary data is collected in Isfahan. For measuring the service quality toward the customer’s satisfaction, the service quality model called “SERVEQUAL” has been used. The current research method is descriptive-survey. The findings suggest that the four dimensions of reliability, responsibility, guarantee, and empathy has been effective on customer’s satisfaction with the service quality of Isfahan Mellat banks. However, the physical and appearance dimensions have no effect on costumer’s satisfaction with the service quality.   In this article which is the result of a field study, the service quality dimensions of Isfahan Mellat banks and the rate of customer’s satisfaction with the banks services were studied. After reviewing relevant researches, a questionnaire with closed questions was designed to measure the service quality dimensions of Isfahan Mellat banks and the rate of customer’s satisfaction with the banks services. Necessary data is collected in Isfahan. For measuring the service quality toward the customer’s satisfaction, the service quality model called “SERVEQUAL” has been used. The current research method is descriptive-survey. The findings suggest that the four dimensions of reliability, responsibility, guarantee, and empathy has been effective on customer’s satisfaction with the service quality of Isfahan Mellat banks. However, the physical and appearance dimensions have no effect on costumer’s satisfaction with the service quality.   https://nmrj.ui.ac.ir/article_17624_ae8255f65f55eb30accbf59867ae32be.pdf