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Impact of Quality Dimensions of Banking Services onthe Banks Financial Resources Mobilization Based on SERVQUAL Model (Case Study Bank Melli Branches in Gilan)

Dr. M. H. Gholizadeh.Dr. M. Taleghani.J.Pirdehghan

In today's competitive world competition increased intensity in all economic, industrial, and business activities including banking industry. Nowadays quality is not only as a competitive factor, rather it plays a role as survival factor in competitive market. Banking system in the economy has heavy responsibility and it is considered one of the most important pillars of the economy. Each monetary economy has financial system and banks are basic element of this system and also survival continuity of banks is depending on deposits (Mobilization Sources). Usually in bank activities attract funds has great importance, because success in this field can be success factor in other fields. In fact, deposits constitute axis and column banking operations and doing other tasks and banking operations is depending on deposits. In other words, this basic task is precedence over the other banking tasks. Quality measurement in the banks is very important due to apparent relationship with costs, profitability, customer satisfaction. Therefore for lower costs is Basic and main key factors such as profitability and customer satisfaction, quality of banking services, and its increasing. The main objective of this research was impact of quality dimensions of banking services on the banks financial resources Mobilization based on SERVQUAL model