Designing an Adaptive Model of Banking Service Quality in Southeastern Iran

Abstract

The main objective of this study was to develop and validate an adaptive model of banking service quality that integrates both traditional SERVQUAL dimensions and new context-specific constructs reflecting the sociocultural and geographic realities of southeastern Iran. This applied study employed a mixed-methods exploratory sequential design, consisting of qualitative and quantitative phases. In the qualitative phase, data were gathered through semi-structured interviews with 15 banking experts (including branch managers, senior officers, and service specialists) selected through purposive sampling until theoretical saturation. Using content analysis in NVivo 12, three emergent dimensions—social trust, accessibility, and cultural compatibility—were identified in addition to the five classical SERVQUAL factors (tangibility, reliability, responsiveness, assurance, and empathy). In the quantitative phase, a researcher-developed questionnaire with 45 items was administered to 430 customers of public and private banks in Kerman, Sistan and Baluchestan, and Hormozgan provinces. Data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM) in AMOS to test the measurement and structural models. The confirmatory factor analysis results demonstrated that all standardized factor loadings were above 0.65 and statistically significant (p < 0.001), confirming the convergent validity and reliability of the model. The overall model fit indices (χ²/df = 2.23, CFI = 0.95, GFI = 0.93, RMSEA = 0.054) indicated a strong fit between the hypothesized model and empirical data. Structural modeling revealed that adaptive service quality significantly predicted customer satisfaction (B = 0.47, β = 0.62, p < 0.001). Among the new contextual dimensions, social trust and cultural compatibility had the highest standardized loadings (β = 0.79 and β = 0.81, respectively), indicating their dominant role in customer perception of service quality. The adaptive model successfully integrates universal and local dimensions, providing a culturally sensitive framework for evaluating banking service quality in southeastern Iran. By emphasizing social trust, accessibility, and cultural compatibility, the model enhances the predictive capacity of SERVQUAL and offers practical guidance for service improvement strategies tailored to regional needs.