Identification and Prioritization of Factors Affecting Customer Satisfaction with the Quality of Services at Bank Mehr Iran Using a Combined Approach (DANP)

January 5, 2025بازاریابی خدمات عمومیOpen Access

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Key Points

The research aims to identify and prioritize factors influencing customer satisfaction with service quality at Bank Mehr Iran.
Descriptive-analytical approach with a focus on practical outcomes.
Data collected through targeted non-random sampling of banking experts and customers.
Utilized a modified Delphi method to finalize model selection.
Data analyzed using combined fuzzy multi-criteria decision-making methods (ANP and DEMATEL).
Identified key factors impacting customer satisfaction: service quality, personnel behavior, service speed, and service innovation.
Confirmed the validity of the questionnaire through expert review.
Provided actionable insights for enhancing customer loyalty through service improvements.

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Identifies key factors influencing customer satisfaction in banking services, suggesting improvement strategies for increased loyalty.

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پرست et al. (2025) studied this question.

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