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This book has put the customer satisfaction and service quality in Iranian Banking market into its focal point of interest by applying the ServQual and ServPerf models to the Iranian banking setting. The present study adds to our understanding of the antecedents of customer satisfaction, in the Iranian banking market, in that it stretches beyond any similar research of its kind in Iran, in terms of the scale of the research and challenging approach it has taken towards the validity and reliability of the well-established ServQual and ServPerf models.