Study and Ranking Effective Consumers Satisfaction Indexes (CSI) as a Pre-requisite of Consumers Relationship Management (CRM) in Banking System via AHP Technique

The goal of the present research is to identify and set priorities of effective factors in customers’ satisfaction in the banking system. This research has employed literature review of the subject and interview with banking elites that led to identifying 40 factors. After using factor analysis technique, all factors were categorized in four groups, including competitive factors, human factors, environmental factors and professional factors. In conclusion, the couple comparison technique was employed by receiving advice of elites to give weights to those factors in relation with others. The results showed that, the competitive factors and human factors, in order, were more effective than other factors; and in human factor part, were suitable encounter of staff, method of responding to the clients and the physical neatness of the staff, and in professional factors category, the indexes of accuracy of banking performance, speed in performing bank affairs and quality of providing bank services were important. In environmental factors, less crowded branches, observing the turn of clients and closeness of branches distances, and in competitive factors, higher interest rate, higher facilities ceiling and less expenses and commission fee had the highest weight and importance from the viewpoints of customers.