In global market, factors such as precedence of competitors extending shave on market, promoting quality of services and identifying customers' needs are important. This paper attempts to identify strategic services in one of the biggest governmental banks in Iran called Melli bank for getting competition merit using Kano and SERVQUAL compound models and to extend operation quality and to provide suitable strategies. The primary question of this paper is on how to introduce high quality services in this bank. The proposed model of this paper uses a hybrid of three quality-based methods including SERVQUAL, QFD and Kano models. Statistical society in this article is all clients and customers of Melli bank who use this banks' services and based on random sampling method, 170 customers were selected. The study was held in one of provinces located in west part of Iran called Semnan. Research findings show that Melli banks' customers are dissatisfied from the quality of services and to solve this problem the bank should do some restructuring to place some special characteristics to reach better operation at the heed of its affairs. The characteristics include, in terms of their priorities, possibility of transferring money by sale terminal, possibility of creating wireless pos, accelerating in doing bank works, getting special merits to customers who use electronic services, eliminating such bank commission, solving problems in least time as disconnecting system, possibility of receiving foreign exchange by ATM and suitable parking in city.

Kashi, M., Astanbous, M., Javidnia, M & Rajabi, H. (2012). A hybrid model of QFD, SERVQUAL and KANO to increase bank's capabilities.Management Science Letters, 2(6), 1931-1938.

Akbaba, A. (2006). Measuring service quality in the hotel industry: A study in a business hotel in Turkey. International Journal of Hospitality Management, 25, 170–192.

Akao, Y. (1966). Development history of quality function deployment. The customer driven approach to quality planning and deployment. Minato, Tokyo 107 Japan: Asian Productivity Organization, 339.

Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66, 33-55.

Dagger, T. S., Sweeney, J.C., & Johnson, L. W. (2007). Service quality attribute weights: How do novice and longer-term customers construct service quality perceptions? Journal of Service Research, Journal of Service Research, 10(1), 22-42.

Ekinci, Y. (2002). A review of theoretical debates on the measurement of service quality: Implications for hospitality research. Journal of Hospitality & Tourism Research, 26, 199-216.

Fecikova, E. (2004). An index method for measurement of customer satisfaction. The TQM Magazine. 16(1), 57- 66.

Gronroos, C. (2000). Service management and marketing. John Wiley & sons, Ltd, P. 46- 65.

Kano, N., Nobuhiku, S., Fumio, T., & Shinichi, T. T. (1984). Attractive quality and must-be quality. Journal of the Japanese Society for Quality Control, 14(2), 39–48 (in Japanese).

Meng, J.G., Summey, J. H., Herndon, N.C., & Kwong, K.K. (2009). Some retail service quality expectations of Chinese shoppers. International Journal of Market Research, 51(6), 773-796.

Mirghafori, H, Maki, F. (2007). Evaluation of quality of library services training by Libqual approach. Journal of Library and Information Science, 10(1), 62-79.

Parasuraman, A., Zeithamel, V. A., & Berry, L. (1985). A conceptual model of service quality and its implication for future research. Journal of Marketing, 49(4), 41-50.

Parasuraman, A., Zeithamel, V. & Berry, A. (1991). Understanding customer expectations of service. Sloan Management Review, 32(3), 39-49.

Frederick F. Reichheld and W. Earl Sasser, Jr. (1990). Zero defections quality comes to service. Harvard business review, 68(5), 105-111

Ueltschy, L. C., Laroche, M., Eggert, A., Bindl, U. (2007). Service quality and satisfaction: an international comparison of professional services perceptions. Journal of Services Marketing, 21(6), 410–423.

Wang, Y.G., Lo, H.P., & Hui, Y.V. (2003). The Antecedents of Service Quality and Product Quality and their influences on their influences on Bank Reputation: Evidence from the banking in Chinas. Managing Service Quality, 13(1), 72-83.