The purpose of this study at the first step is to investigate the affecting factors of customer perceptions of service quality, and the second step is to examine the relationship between perceptions of service quality and customer satisfaction. To this end, researcher has made use of a model based on an article by Mukesh Kumar and his research in Malaysia and with the addition of a new factor called "comfort" on most aspects of SERVQUAL model, it means with adding 6th factor, new categories of this aspect obtained that include : appearance, reliability, accountability, empathy and comfort. At first, in this research, descriptive statistics about the state of research variables by using tables and graphs represent and then For hypothesis testing and inferential statistics, statistical methods and different test by SPSS and Lisrel software was used, for the final questionnaire’s test, Cranach’s alpha test was carried out, In the following, the test of exploratory factor analysis, confirmatory factor analysis of first and second order to examine the reliability and reliability and validity of structures, and structural equation modeling to test hypotheses, and finally the multiple regression to evaluate the effectiveness priorities of the independent variable on the dependent variable was used. The findings indicate that two dimensions of reliability and empathy assign the greatest impact on customer perception of service quality and appearance dimensions, and be assured of accountability in terms of effectiveness are in next category and comfort dimension doesn’t have any effect on customer perceptions of service quality. Also results of the regression analysis indicate that all aspects of service quality, except appearance Provide customer satisfaction. The dimensions of accountability and empathy respectively assign the highest level of satisfaction among the customers and can rely on them. Dimension of assurance and reliability in terms of providing customer satisfaction are in the following categories.

The purpose of this study at the first step is to investigate the affecting factors of customer perceptions of service quality, and the second step is to examine the relationship between perceptions of service quality and customer satisfaction. To this end, researcher has made use of a model base...