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Paper Information

Title: 

IDENTIFYING AND PREFERRING THE FACTORS AFFECT ON BANKS CUSTOMERS SATISFACTION

Type: POSTER
Author(s): DEHGHAN N.A.,DEHGHAN K.
 
 
 
Name of Seminar: INTERNATIONAL CONFERENCE ON BANKING SERVICES MARKETING
Type of Seminar:  CONFERENCE
Sponsor: 
Date:  2009Volume 1
 
 
Abstract: 

The most useful strategy for banks is customer oriented. In fact, this sentence could be said, strictly, that the foundation of banking system is customer. Also, a customer is an asset (at least) in banking system. Today, the banking system need to view itself in point of view of customers and must be tried to perceive wants and interests of their customers in competing environment. Also, the banks must be satisfied their customers, completely. The objective of this research is identifying and preferring the factors affect on banks customers' satisfaction and selection. Based on literature 44 factors have been identified and translated to 6 hypotheses, also, a questionnaire has been designed by them. After distributing, gathering and analyzing questionnaires, it has been specified the bank service availability, the services and bank benefit attractiveness and type, the feeling of financial security and trust that perceived by customers, the administrative, physical and bank equipment quality, the bank personnel behavioral traits and the bank services quality affect on customer satisfaction. Between these factors, the feeling of financial security that perceived by customers, have the most affect and physical equipment quality have the least affect on customer satisfaction.

 
Keyword(s): CUSTOMER SATISFACTION, CUSTOMER ORIENTED, BANK SERVICES MARKETING
 
 
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