Effect of service quality on customer satisfaction, a field study in Azerbaijan banking sector

The main purpose of the research is to determine which dimensions of service quality affect customer satisfaction more. The type of the study is descriptive and both quantitative and qualitative research design were used in the study the data collection tool consists of 33questions. Analyzes were made from the data obtained from 120 customers by sampling from customers applying to the private and public banks of Baku, Azerbaijan. All collected data were analyzed with SPSS for Windows version 22, multiple regression was used to investigate the relationship between dependent and independent variables. As a result of the research; It has been found that there are positive and negative relationships between all dimensions of service quality and customer satisfaction, and that the increase in the perception of physical characteristics, empathy of the service quality of the customers increases the satisfaction levels. In business world customers are the source of profit and revenue for the service organizations and improvements in service quality leads to customer loyalty. The study investigates the effect of quality on satisfaction by focusing on the relationship between service quality and customer satisfaction and how quality can be improved in the service firms.