Causal analysis of customer needs in the banking system by applying fuzzy group decision making

Effective customer satisfaction investigation is a very important precondition in the banking system. It is needed to get the knowledge of how to use advanced methods to identify customer preferences, classification and prioritization of banks and how to use the evaluation result to improve their quality services. Iranian Bank also plays a leading role in providing financial facilities in which satisfaction of customers is top priority. The general contribution of this article proposes concepts, methods and models to conceive the important criteria affecting the customersʹ satisfaction in banking systems based on Delphi method. Classifying these criteria based on Kano Model, the Kano Model organized important criteria on how they are perceived by customers that are categorized by basic, performance and excitement needs. This article tries to introduce a group decision- making method, named DEMATEL in fuzzy environment, to determine both direct and indirect relationships between criteria and prioritization of banks. At the end, the most important criteria in each group are determined.