Prioritizing the effective factors for customers attraction: A case study of Sepah Bank

Abstract

During the past few years, privatization has recently changed banking industry and there has been an increase competition in this industry. New banks try to present better services to absorb customers and traditional banks attempt to improve their services to retain their existing customers. In such environment and with limited amount of resources, there is a necessity to prioritize different influencing factors on the quality of the services. The proposed study of this paper presents a multi criteria decision making method along with Kano method to prioritize the most influencing factors of service quality. The proposed study of this paper is implemented for one of the oldest banks in Iran called Sepah. We have gathered different factors influencing customer satisfaction for all Sepah banks located in Semnan, Iran and using, analytical hierarchy process we provide a detailed ranking.

Towards the fine-tuning of a predictive Kano model for supporting product and service design

“…In this situation, the accessibility of bank branches plainly represents an exception from all viewpoints. By examining specific branches under investigation and the samples of customers interviewed in Bhattacharyya and Rahman (2004) and Zarei et al (2012), it emerges that a possible reason for such misalignment lies in the different clientele served by the banks. In the first survey, students from a University campus are interviewed about a very close branch and may not perceive hardships in reaching the bank, as potentially experienced by the second sample constituted by account holders living in a mid-sized town.…”

“…The older paper (Bhattacharyya & Rahman, 2004) reports the answers of 100 customers of a bank branch in India, who provided their perception of 39 potential triggers of customer satisfaction. The more recent study (Zarei, Hemati, & Rafeeian, 2012) describes a survey involving 125 clients of an Iranian bank branch, who expressed their opinion with respect to 21 service features. Although the sample of surveyed customer requirements strongly differs, six attributes (Table 4) have been identified which concern very similar characteristics of the offered service.…”

“…Definition in (Bhattacharyya & Rahman, 2004) Definition in (Zarei et al, 2012) Kano category in (Bhattacharyya & Rahman, 2004) Kano category in (Zarei et al, 2012) One-dimensional Must-be Successful…”

A survey on relationship between customer satisfaction and electronic banking features: A case study of Tejarat bank in Iran

“…In such circumstances, quality of services plays an important role for the success of business owners. Zarei et al (2012) presented a multi criteria decision making method along with Kano method to rank the most influencing factors of service quality in one of the oldest banks in Iran called Sepah. They collected various factors impacting customer satisfaction for all Sepah banks located in Semnan, Iran and using, analytical hierarchy process provided a detailed ranking.…”