文章基本信息

标题：Causal analysis of customer needs in the banking system by applying fuzzy group decision making
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作者：Abbas Toloie Eshlaghy ; Mohammadali Afshar Kazemi ; Reza Radfar 等
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2011
卷号：5
期号：21
页码：8417-8431
DOI：10.5897/AJBM10.1257
语种：English
出版社：Academic Journals
摘要：Effective customer satisfaction investigation is a very important precondition in the banking system. It is needed to get the knowledge of how to use advanced methods to identify customer preferences, classification and prioritization of banks and how to use the evaluation result to improve their quality services. Iranian Bank also plays a leading role in providing financial facilities in which satisfaction of customers is top priority. The general contribution of this article proposes concepts, methods and models to conceive the important criteria affecting the customers’ satisfaction in banking systems based on Delphi method. Classifying these criteria based onKano Model, the Kano Model organized important criteria on how they are perceived by customers that are categorized by basic, performance and excitement needs. This article tries to introduce a group decision- making method, named DEMATEL in fuzzy environment, to determine both direct and indirect relationships between criteria and prioritization of banks. At the end, the most important criteria in each group are determined.
关键词：Decision making; customer needs; satisfaction; Kano model; DEMATEL; fuzzy