Investigating the Standard and Customizing the Quality of Services and its Effect on Customer Satisfaction and Loyalty

Given the important role of banks in any economic system, their survival and continuity is clearly important. One of the most important tasks of banks is to provide monetary and financial services to customers. It can be said that maintaining banks in remaining competitive depends on gaining customer satisfaction and loyalty. Accordingly, in this study, we examined the standard and customization of service quality and its effect on customer satisfaction and loyalty (customers of Tejarat Bank in Rasht). The statistical population of this study included all customers of Tejarat Bank branches in Rasht, of which 395 questionnaires were distributed and collected as statistical samples. The data collected by the questionnaires were analyzed by SPSS22 and Smart PLS3 software. The results of the analysis of research hypotheses showed that there is a significant relationship between customization and functional quality and technical quality. There is also a significant relationship between standardization and functional quality and technical quality. There is also a significant relationship between performance quality and customer satisfaction. The results also showed that customer satisfaction is a mediator between the quality of performance and customer loyalty. On the other hand, there is no significant relationship between technical quality and customer satisfaction, and customer satisfaction is not a mediator between the technical quality and customer loyalty.