The relationship between the use of information and communication technology and the improvement of the quality of banking services based on the SERVQUAL model (a case study of Iran's Karzah Al-Hasneh Mehr Bank, Qom branches)

Dissertation for Master's degree

(MA)

Persian abstract:

Modern business requires appropriate tools and infrastructures to expand economic processes. When we talk about the link between information and communication technology with various affairs, the link between information and communication technology and banking is one of the most concrete and obvious points that comes to mind. Improving the quality of banking services based on the SERVQUAL model in the branches of Qarz Al-Hasneh Mehr Iran Bank in the city of Qom: In order to conduct this research, at first, we tried to explain the key concepts such as service quality improvement, information and communication technology, the SERVQUAL model.

This scale has 5 dimensions (including tangible factors, credibility, responsiveness, reliability and empathy), which includes a total of 30 items (indicators).

For review Correlation-survey research method and stratified random sampling method were used according to the presented conceptual model. In order to collect information using a questionnaire tool, a survey was conducted from the customers of Mehr Bank of Iran. After reviewing the literature on the subject, the questionnaire was distributed among 185 customers of Mehr Bank of Iran in the city of Qom. Finally, 160 questionnaires were received by the researcher and the analysis work began and the results were extracted. excel         done. The results obtained from the descriptive statistics are as follows: 71.9% of the statistical population of this research were men, 45% of the population had a bachelor's degree, 25% of the population were public sector employees, and the majority of the population was between 25 and 35 years old. The results obtained from the inferential statistics show that empathy has the highest rank among the service quality dimensions. In the comparison of information technology and communication components, computer and ATM components are significant in terms of responsiveness, sales terminals in terms of responsiveness, empathy and confidence. Keywords: Information and communication technology, improving the quality of banking services, service model. It indicates the explosion of information resulting from the advancements of information and communication technology. Computers and telecommunications have created a vast and rapid transformation in the daily life of humans and brought different parts of today's world closer to each other. The first decade of the 21st century and the third millennium has been entrusted to the age of information and communication, and information and communication technology was able to create changes and transformations in conventional business methods and have significant positive effects. The movement of industrial societies. It has started towards the information society, and since the early 1990s, it has gained increasing momentum, and the speed of this movement is clearly visible in less developed countries, including Iran. Terms such as electronic government, electronic commerce, electronic education, electronic society, etc. are familiar to the general public. It is possible to win in today's highly competitive arena. (Dazifeh Doost and colleagues, 2015 p. 154)

The development of information technology has left positive effects and consequences in various economic fields and societies that benefit from these technologies. Modern business requires appropriate tools and infrastructures to expand economic processes. When we talk about the link between information and communication technology and various affairs, the link between information and communication technology and banking is one of the most tangible and obvious. are the most important points that come to mind. Undoubtedly, the use of information technology achievements in the banking industry provides us with unparalleled solutions to advance financial and business processes in today's world, where increasing speed and competition are the first words. Nowadays, organizations are trying to improve the quality of their services by taking advantage of the scientific achievements of the day in order to maintain survival and presence in the field of competition. In this regard, banks are not excluded.

     One of the most important indicators Banks are in business dealings.By establishing close relationships with people, banks play a key role in the field of business, and for this reason, they are always trying to expand their services in quantitative and qualitative dimensions in order to surpass their competitors (Hosni Vadigan, 2007, p. 7)

Today, most banks are facing a completely dynamic environment, and all banks, whether small or large, have put customer attraction and retention at the top of their agenda due to the rapid changes in competitive situations and prevailing market conditions. Other customers have more opportunities to compare services, and the customer's judgment about the bank is based on the bank's ability to help solve their problems and expand their business. The supply and competition of production and service organizations in order to survive and increase their profitability and market share were forced to provide more diverse and better quality goods and services in accordance with the wishes, desires and tastes of customers. Therefore, today's organizations often seek to find solutions that can measure the quality of their goods and services as best as possible and improve them. The problem of service quality is an important topic for scientific research and is considered as a key factor in creating service differentiation and creating a competitive advantage. (Santos 2003.p233) Banks, due to the reliance of their assets on people's deposits and also the importance that people attach to their assets and money, it is necessary to pay more attention to the issue of service quality, which plays an important role in attracting and retaining customers. It makes more business for the bankers.

   According to the growing statistics of the tendency of the people of the world towards network-based business and the presence of an important complementary component such as electronic banking is emphasized as an undeniable necessity. In the last few decades, with the expansion of communication and information tools, the volume of electronic business in competition with the traditional way of business has enjoyed a suitable growth and development. On average, 5% of commercial exchanges through electronic platforms have been added every year, and its amount has reached more than 12837 billion in 2006 in 2002. Taking into account such a large growth in the volume of electronic exchanges and also the importance of the monetary and credit sector in commercial-economic activities, it is necessary to pay attention to the banking industry to create suitable and desirable tools that respond to the needs of customers and provide their satisfaction. (Hosni and colleagues, 1387, p.9)

Statement of the research problem:

Managers of domestic and international service companies are well aware that the quality of banking services is the basis of profitability and creating a competitive advantage. To be precise, the quality superiority of important functions such as customer loyalty, responding to demand, determines the growth of market share and productivity, and the quality of banking services is a basic prerequisite for customer satisfaction.

Where customer satisfaction is dependent on the quality of service and it can be assumed that customer satisfaction will also be increased by increasing the quality of service. This attitude towards the customer's commitment to his desire to return to stability in the purchase of services, expanding business relations between the customer and the service provider, increasing the customer's tolerance and patience against the possible shortcomings of the future services, his positive publicity about the organization. In the era we live in, the changes are so fast and diverse that every organization is inevitable to maintain its survival and presence in the field of competition, which not only changes the results of its work. and transform it, but it should always coordinate and adapt itself with the environment and changes with the help of the latest scientific achievements of the day. Organizations often consider the use of information and communication technology to be the most important factor in this field, and by investing in information and communication technology, they intend to improve the quality of their goods and services.