Analyzing the Customer Loyalty Affecting Indicators in the Bank

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DABAGH RAHIM; Abasi Ali; Khatami Syamak

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: COMMERCIAL SURVEYS Year:2021 | Volume:19 | Issue:109 Page(s): 83-98

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Information Journal Paper

Title

Analyzing the Customer Loyalty Affecting Indicators in the Bank

Author(s)

DABAGH RAHIM | Abasi Ali | Khatami Syamak | Issue Writer Certificate

Keywords

Customer Loyalty / DEMATEL Technique / Fuzzy ANP / Ranking

Bank Customer Relation Management

Abstract

The purpose of this study is to identify the indicators affecting the customers' self confidence in Saman Bank Branch of Tabriz, which is first determined by consulting with bank experts, and then the information for each indicator was collected through 272 questionnaires. After collecting data, the relationships between the indicators are determined by the DEMATEL technique. Finally, the indexes affecting customer confidence are ranked by using the fuzzy network analysis process considering their order which gives the ability of maintaining customers’ satisfaction and attracting new customers to banks. Considering the experts’ opinion, 20 main indicators have been selected from all existing indicators. Research results indicates that the quality of relationship between employees and customers with the relative weight of 0.096, bank and branding index with the relative weight of 0.094 and the index of Bank’s modern services with the relative weight of 0.073 are the first three important indexes respectively. Therefore, in order to maintain customer loyalty, the bank must maintain and strengthen these three factors in a higher degree than other competitors.

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