Evaluating and ranking the quality of services criteria based on the combination of KANO and SERVQUAL models: A case study in Shiraz Branches of Samenalaeme Institute

Regardless of rapid development and globalization of services such as banking services, banks play a supportive and directive role in many economic activities as a services organization. The present study was aimed to evaluate and rank the quality of services criteria based on the combination of KANO and SERVQUAL models in Branches of Samenalaeme Institute in the city of Shiraz. The results of combination of KANO and SERVQUAL models revealed that some of the quality of services criteria has prioritization that should be attended more than other factors. These include customers’ personal safety, sound and perfect reports, presented documents and reports, and employees’ appearance and cleanness