Identifying and Prioritizing the Effective Factors on Customer Attraction Using MADM Techniques (Case study: Javanan-e-Khayer Loan Financial Institute Branches of West Azarbaijan)
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2014, Vol 8, Issue 1
Abstract
In recent decades due to intense competition and rapid changes in business world, customer attraction and satisfaction have been vital issue. So, in this research we try to identify and rank effective factor on customer attraction. First, we gather 43 factors from different source by a comprehensive review of literature. In next step we finalize factors by collecting data from Kosar financial institute staff using questionnaire 1. Then, we analysis the relation of 25 final factors by using DEMATEL technique based on expert views. As result, DEMATEL put final factors in two groups, cause and effect groups. Couse group consist bank notability, different services, advertising, adaption of services with customer needs, low rates, profit of accounts, bank location and cost of services. Effect group consist new technologies, professional staff, security of accounts, speed of services, staff look and bank look.
Authors and Affiliations
Jalal Salahshour| Department of Management, Mahabad Branch, Islamic Azad University, Mahabad, Iran. email: j.salahshour@hotmail.com, MehranMolavi| Department of Management, Mahabad Branch, Islamic Azad University, Mahabad, Iran.
Keywords
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