摘要：This study is investigating the factors affecting customer satisfaction in Bank Maskan (Housing Bank) branches in Mashhad province through provided service quality and also prioritizing three category of must-be, one-dimensional and attractive requirements. So, reviewing the literature and experts ideas was used to indentify factors related customer satisfaction. Then a survey was conducted in due to classify the factors. The study population was composed of customers who have come to different branches of Bank Maskan in Mashhad province in the period of study. Questionnaire was used to collect data. SPSS software was used for data analysis and showed that the least time standing in line counter and the emotional relationship with bank employee respectively has the maximum and minimum impact on customer satisfaction. The analysis also showed that non-availability of some others facilities such as water cooler and chair has the most and the emotional relationship with bank employee has the less impact on customer dissatisfaction.
关键词：Customer satisfaction;service quality;Must-be requirement;one-dimensional requirement;attractive requirement and Kano model
