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

عباسعلی حق پرست ¹ ( گروه حسابداری واحد زاهدان )
Reza Sotudeh ² ( Assistant Professor, Department of Financial and Accounting, Faculty of Humannities, Meybod University, Meybod, Iran )
alireza Hirad ³ ( )
reyhaneh mohammadi ⁴ ( )
saeed moaedi ⁵ ( Department of Accounting, Zahedan Branch, Islamic Azad University, Zahedan, Iran. )

Submited date : 2025-01-05 Accepted date : 2025-03-09

Keywords: customer satisfaction, service quality, Bank Mehr Iran, fuzzy multi-criteria decision-making,

Abstract :

The aim of this research is to identify and prioritize the factors influencing customer satisfaction with the quality of services provided by Bank Mehr Iran using a combined DANP approach. This study is applied in terms of purpose and descriptive-analytical in terms of data collection method. The statistical population of the research consists of Bank Mehr Iran customers and banking industry experts. Sampling was conducted non-randomly, selectively, and purposefully, involving 12 banking experts with sufficient experience and knowledge in banking services and customer satisfaction. Initially, through a review of theoretical literature and previous studies, the factors influencing customer satisfaction were identified. Subsequently, the final model was localized using the customized fuzzy Delphi method. Data were collected via a field-based questionnaire, and its validity was confirmed by academic and banking experts. The reliability of the questionnaire was assessed using the fuzzy DEMATEL method. Data analysis was conducted using a combination of fuzzy multi-criteria decision-making methods, including ANP and DEMATEL. The results revealed that service quality, staff behavior, service speed, and innovation in services were identified as the primary factors influencing customer satisfaction. This research can assist Bank Mehr Iran in improving these factors to enhance customer satisfaction and strengthen customer loyalty.

 

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