Ranking the Effective Factors on Customer Satisfaction in E- commerce In Fuzzy Environment (the case study of Sepah bank of Esfahan city)

Certain and safe conditions of the past are being replaced by uncertain and vague conditions. Fuzzy thinking lets us take a closer look at issues and a more detailed view toward phenomena with taking ambiguity and uncertainty into consideration – rather than removing them and promoting multi-value logic instead of double-value, right and wrong. Hence the present research seeks to examine and study factors affecting customer satisfaction in e-commerce in a fuzzy environment, in branches of Sepah Bank in Esfahan. This research, in terms of research goal, is functional and in terms of conduction is descriptive survey with a correlational approach. Data were collected through Delphi interviews with bank managers and a standard questionnaire with 42 closed questions for customers of Sepah Bank. The validity was obtained using confirmatory factor analysis, and its reliability, using Cronbachʹs alpha index, equaled 95%. To study the demographic characteristics of the population descriptive statistics, and to rank the questions Freedman test were used. Parameters were obtained through Delphi interview with 90 managers and supervisors of Sepah Bank in the city. After 3 phases of interview, the questionnaire was developed and administered to 107 customers of Sepah Bank. The purpose of this study is to measure customer satisfaction in a fuzzy setting, so the data obtained from the questionnaires were examined in normal, optimistic and pessimistic modes and the hypothesis of the data mean equality in the questions was rejected. The research results showed that speed index was the most important criterion in the view of customers. The next indexes are respectively: technical foundations and services, accountability, ease, reliability, beauty, security, and tangible factors which are of importance for bank customers’ satisfaction.