Identifying and Ranking the Factors Affecting Customer Financial Behavior Using Multi-Criteria Decision Making Technique (TOPSIS)

Customer relationship and recognition of the customer financial behaviour are considered as important strategic factors involved in successful performance of the banks. So, identifying these factors and prioritizing them help to make better decisions to complete the value chain of the banks’ financial services, especially in development banks that tend to have midterm and long-time presence in financial markets. So, the present research aims to identify and prioritize the mentioned factors in Bank of Industry and Mine as one of the main development banks of Iran. The present research has been performed in two phases. In the first stage, or qualitative part, In the first stage, during the review of the literature and the opinions of banking experts, the relevant indicators were identified. In the second stage, or quantitative part, the statistical data of variables in the period of 2012-2017 was collected. Then, the identified factors were prioritized by multi-criteria decision making in TOPSIS solver software. According to the findings, environmental factors are the main indicators affecting the bank customers’ financial behaviour. The most important customer-related factor was the definite profit paid to the customer; the most important bank-related factor was credit risk; and the most important environmental factor was economic growth.