MEASURING SERVICE QUALITY USING SERVQUAL MODEL: A CASE STUDY OF BROKERAGE OFFICES IN IRAN

Purpose: Many organizations especially service organizations to suit their ideals and mission specific approach to the topic that have quality and management. This paper is intended to subject the importance of quality serve the brokerage offices, the gap analysis using the model and analysis techniques to Servqual quality service brokerage offices presented a case study (Stock Brokerage office's regional provinces Yazd) pay. Design/methodology/approach: Application of statistical non-parametric test for the qualitative analysis of significant gaps in services, suggestions for improving the quality of brokerage services at a low-level case study is presented. Statistic's tests in five areas, including service quality conceptual donor tangible form, reply to, guarantee, credit, and charity have been. For this purpose, based on service quality gaps five branches, a questionnaire measure designed level perception and expectations of investors and broker's service brokerage offices, and the navigation. Findings: Results show that donor expectations and perceptions between investor's quality service brokerage offices in all areas, there are significant differences. Brokerage Managers, the models analyze d using the service quality, will be able to create gaps between the way the service provided, i.e., investors and agents known to the agency planned to strengthen and reform pay problems. Originality/value: Servqual technique used for the first time in Iran and in particular, in Yazd province, for the assessment the service quality of brokerage offices. It certainly results in improving the quality of services these offices will be effective.