Determinants of Customer Satisfaction in Retail Banking Industry: with Specific Banks of Shiraz City, Iran

This study intended to investigate the effects of service quality, service features, and customer complaint handling on overall customer satisfaction in retail banking industry of Shiraz City. The conceptual framework presented in this study is employed to identify the contribution of service quality, service features, and customer complaint handling to overall customer satisfaction. The results of this study revealed that service quality and service features are significantly and positively associated with customer satisfaction while the third predictor variable of this study which is customer complaint handling has no significant association with customer satisfaction. Furthermore, findings from this study showed that the five dimensions of service quality are all significantly associated with customer satisfaction except for the responsiveness dimension. In other words, reliability, empathy, assurance, and tangibles are the most significant dimensions of service quality contributing to overall customer satisfaction respectively.