An investigation into prioritize customer satisfaction indexes by MCDM techniques from experts and customers viewpoints
محل انتشار: چهارمین کنفرانس بین المللی بازاریابی خدمات بانکی
سال انتشار: 1391
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 1,792
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شناسه ملی سند علمی:
IBSM04_014
تاریخ نمایه سازی: 18 دی 1391
چکیده مقاله:
The goal of this research is to identify effective factors on customer satisfaction and prioritizing indexes from experts and customers viewpoints in Iranian retail banking by MCDM techniques. For this purpose, 150 questionnaires from customers and 150 questionnaires from experts have analyzed and ranked by Fuzzy AHP.Four dimensions of service quality, service features, service accessibility and customer complaint management are considered as primary perspectives on customer satisfaction model. Result of this research finding has shown obvious difference between customers and experts prioritization. From customer perspective, service accessibility is the most significant dimension next with little discrepancy service quality is the second dimension while from experts' viewpoints service quality is first next, with little discrepancy, service features are important dimensions. Experts highlight service quality and service features factors while, customers focus on service accessibility process
کلیدواژه ها:
نویسندگان
vazife doost
Associate professor, science and research, Tehran, Iran
Mahsa Akbari
Phd student, science and research, Tehran, Iran
Parvaneh Charsted
Phd student, science and research, Tehran, Iran