Providing a Model for the Effect of the Supporting Factors of Value Creation and Service Quality on Customer Satisfaction with the Service Among Iranian Mellat Bank

The present study is aimed to investigate the effective factors on customer satisfaction with services in a certain bank, by applying the recent approach of simultaneous measuring of service quality and supporting factors of value creation. The required field data of this study were collected by using a comprehensive questionnaire. The initial sample of this questionnaire was developed based on the theoretical grounds. Subsequently, after being reviewed and approved by experts, it has been purposefully completed by more than one thousand client's Mellat bank of Iran. The results of structural equation modelling test indicate that both service quality factors and supporting factors of value creation have a positive and significant effect on customer satisfaction with banking services but the effect of supporting factors of value creation is greater than the service quality factors