The impact of service innovation on consumer satisfaction

The present work is aimed to survey effect of quality of services and new services on customer satisfaction. A model introduced by Lein and aspects of Servqual model were used in the study. This correlative study was conducted as a field study and a statistic society of all customers with an account in Tehran-based Parsian Banks. Sample group was selected randomly and data were gathered based on field data through questionnaire. For data analyses, 382 questionnaires were returned completed and correlation and regression coefficients were obtained for the data in SPSS. The results showed that, concerning different aspects of modern services, customer's interaction with institute is most effective element on customer satisfaction followed by technology, provision of new services, and delivery system. Regarding new services, development of new services caused the highest effect on quality of services followed by customer's interaction with institute, technology, and delivery system. Moreover, the results of regression analysis demonstrated that all aspects of service quality contributed in customer satisfaction. Among them, empathy brought in the highest level of satisfaction for the customer; and next in the line were guarantee, responsiveness, and reliability.