Providing a way to Recognize Bank Customers' needs Effectively based on Clustering Techniques, the Fuzzy TOPSIS and Kano Model: A Case Study in Bank of Qarzollhassaneh Mehr Iran in Khuzestan

摘要

The service organizations and especially banks as economic units attempt to get customers’ expectations and needs. But one of the main challenges of bank managers is how to get a framework to classify customers and recognize their needs in order to provide better services. The present study aim is to provide a model to recognize the bank customers’ needs effectively and classify them through three ways-clustering, fuzzy TOPSIS, Kano model to supply better services. The questionnaire is used to get data, population included 384 clients of contribution bank of Mehr Iran in Khuzestan and 5 cluster of customers were selected as sample through Weka software and experts’ perspectives. Then, clusters were classified by Fuzzy TOPSIS and clients ‘expectations were determined through satisfaction model of Kano. The results showed that this model may use in most service organizations especially in banks, so it caused to make satisfaction, loyalty and recognize the customers’ needs and more competition.