Volume 22 No 3 (2024)
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Providing the assessment model of customer satisfaction
Sepideh Razaghi
Abstract
With the purpose to increase the customer satisfaction in Bank Melli Iran in Tehran province, this article explains a model for ranking the customer satisfaction criteria and its subsidiary indices in 2012. This research is applied based on the objective and has the library type in terms of data collection. Data and information needed for the research are collected based on document library studies (Designing the assessment model) and the information related to the research variables are extracted by using the experts' opinions and questioning. The main objective of this article is to provide an assessment model of customer satisfaction by using the Fuzzy Hierarchy Process in the study field of Bank Melli Iran in Tehran province. This study attempts to provide the scientific method based on the hierarchy data analysis model for those interested in this research field by the help of this case study. Finally, it became clear that the priorities of doing the e-banking services in Bank Melli of Tehran province in 2012 include the quality of providing services, customer's sense of financial security and confidence, employees' personality and behavioral characteristics, customers' access to the banking services, variety and attraction of services and bank granted privileges, quality of staff administrative, physical and welfare facilities, respectively. Obviously, any generalization and statistical inference without the field research will cause that the users to be deviated from the results.
Keywords
Customer satisfaction, AHP, FAHP, Fuzzy Theory
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