Prioritizing Factors Affecting Bank Customers Using Kano Model and Analytical Hierarchy Process

Abstract

This study intend to prioritize the factors affecting customer satisfaction of the quality of ser-vices provided by EGHTESADE NOVIN BANK, in order to gain more competitive advan-tage .Because the funding is dependent on the private bank customers ,Customer satisfaction Lead to increased investment in the bank. This is a practical research and its method is de-scriptive .Using literature research and expert opinion, 24 factors identified, then by using the Kano model, these factors were classified into three groups: Basic needs, Expected needs and Excitement needs. Each Group got respectively 5,9& 7 factors. The there remaining factors are Indifferent requirements. Then by using AHP in EXPERT CHOICE software, the weight of agents within Kano groups calculated. Finally, results from the two methods ( kano & AHP) in prioritizing the needs of customers, are compared.The results of both methods are largely similar and following the rules and employees skills ,indicated as the most impor-tant factors in customer satisfaction.