Measurement of service quality and identifying gap in Iran's private banks Lajevardi Masouda, Zarali Mohamd Rezab, Fakharmanesh Sinac aDepartment of Management and Accounting, Mahdishahr Branch, Islamic Azad University, Mahdishahr, Iran bDepartment of Management and Accounting, Islamic Azad University Saveh branch, Saveh, Iran cDepartment of Management and Accounting, University of Shahid Beheshti, Tehran, Iran Online published on 16 February, 2015. Abstract Service quality has always been at utmost importance in marketing literature because of its influence on profit of firms. One aspect of measuring service quality is to see and compare the expectations of customers with realities. The difference which is called gap could be vital for analysis of the needs of customers and strength and weaknesses of the firm. The aim of this study is to find the gap in different dimensions of service quality for private banks in Iran. Results show that empathy is the dimension of service quality which has the biggest gap. Accessibility has the second large gap and the least gap has been found for responsiveness. Top Keywords Service quality, Private bank, Service gap, SERVQUAL, Service marketing. Top |