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Paper Information

Journal:   MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES)   SPRING 2012 , Volume 16 , Number 1 (74); Page(s) 73 To 91.
 
Paper: 

INTEGRATION OF CLUSTRING, AHP AND KANO APPROACHES TO DESCRIBE SAMAN BANK SERVICES - WITH A CASE STUDY IN QOM

 
 
Author(s):  SHAHIN ARASH, SALEHZADEH REZA*, GHANDEHARI MAHSA
 
* DEPARTMENT OF MANAGEMENT AND ECONOMICS, FACULTY OF UNIVERSITY OF ISFAHAN, ISFAHAN, IRAN
 
Abstract: 

The purpose of this paper is to propose an integrated model of clustering, AHP and Kano approaches. Based on customer segmentation and value achievement of each segment, the new model is expected to recommend appropriate service for each segment. Statistical population of this research includes customers of Saman Bank of Qom. After random sampling, 144 questionnaires were used for data analysis. Clustering approach was used and the clusters were prioritized by the AHP approach. Finally, the needs of each cluster were determined using the Kano methodology and appropriate service was recommended for each cluster.
The number of clusters was addressed as four and the clusters were prioritzed as the second, the third, the first and the fourth clusters. In the first cluster, customers' needs were distinguished as more one-dimensional, attractive and indifferent; in the second and third clusters, as more must-be; and in the fourth cluster, as more one-dimensional. The results imply that integration of the above three approaches forms an empowered technique by which an organization can achieve competitive advantage through market segmentation and valueable customer recognition/satisfaction.

 
Keyword(s): KANO MODEL, CLUSTERING, AHP, CUSTOMER SATISFACTION
 
References: 
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