Identifying and Prioritizing Effective Factors on Classifying A Private Bank Customers by Delphi Technique and Analytical Hierarchy Process (AHP)

摘要

Banking industry development and presence of different financial institutions cause to increase competition in customer and their capitals attraction so that there are about 28 banks and many credit and financial institutions from which 6 banks are public and 22 banks are private. Among them, public banks have a more appropriate situation than private banks with regard to governmental relations and support and due to geographical expansion and longer history. But due to lack of above conditions; private banks try to attract customers with regarding science areas to remedy this situation. Therefore, in this study we are decided to review banking customers from a different viewpoint. For this reason, we initially obtained ideal indications from banking viewpoint in two-story of uses and resources customers using experts and Delphi technique application which based on this, indicators such as account workflow, account average, lack of returned cheque, etc and in uses section, the amount of facility received, the amount of received warranties, etc, were determined. Then, using a Hierarchical Analysis (AHP) method and experts opinions through software Expert Choice11, priority of these criteria were determined and weight of each index was determined. It should be noted that statistical population of bank experts associated with this study were queue and staff. Also obtained results can be used as input for customer grouping in line with CRM techniques implementation.