Research on quality of banking services based on QFD and SERVQUAL model

Abstract

The banking business continues to expand, and as a result, the quality of banking services put forward higher requirements. How to retain customers and how to improve marketing competitiveness became the biggest challenges for banks. Based on this analysis need, the quality function deployment (QFD) and SERVQUAL model were introduced in order to enhance banks customers' satisfaction. Firstly, the SERVQUAL model identifies customers' needs from the customer satisfaction perspective, and the weights of customer needs then identified through the analytic hierarchy process (AHP). The QFD method analysed the relationship between customer demand and quality of service features to determine the bank's current key service features. Through effective usage of the data gathered, the analysis determines suggestions and recommendations for quality banking services improvements.