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

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Author(s): Azim Zarei | Mohammad Hemati | Mahdiyeh Rafeeian

Journal: Management Science Letters
ISSN 1923-9335

Volume: 2;
Issue: 3;
Start page: 961;
Date: 2012;
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Keywords: Customer attraction | Customer veneration | Customer satisfaction | Kano model | AHP method

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.
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