%0 Journal Article
	%A A. Golmohammadi and  B. Jahandideh
	%D 2010
	%J International Journal of Economics and Management Engineering
	%B World Academy of Science, Engineering and Technology
	%I Open Science Index 42, 2010
	%T Prioritizing Service Quality Dimensions: A Neural Network Approach
	%U https://publications.waset.org/pdf/7976
	%V 42
	%X One of the determinants of a firm-s prosperity is the
customers- perceived service quality and satisfaction. While service
quality is wide in scope, and consists of various dimensions, there
may be differences in the relative importance of these dimensions in
affecting customers- overall satisfaction of service quality.
Identifying the relative rank of different dimensions of service quality
is very important in that it can help managers to find out which
service dimensions have a greater effect on customers- overall
satisfaction. Such an insight will consequently lead to more effective
resource allocation which will finally end in higher levels of
customer satisfaction. This issue – despite its criticality- has not
received enough attention so far. Therefore, using a sample of 240
bank customers in Iran, an artificial neural network is developed to
address this gap in the literature. As customers- evaluation of service
quality is a subjective process, artificial neural networks –as a brain
metaphor- may appear to have a potentiality to model such a
complicated process. Proposing a neural network which is able to
predict the customers- overall satisfaction of service quality with a
promising level of accuracy is the first contribution of this study. In
addition, prioritizing the service quality dimensions in affecting
customers- overall satisfaction –by using sensitivity analysis of
neural network- is the second important finding of this paper.
	%P 1479 - 1483