An investigation into prioritize customer satisfaction indexes by MCDM techniques from experts and customers viewpoints

The goal of this research is to identify effective factors on customer satisfaction and prioritizing indexes from experts and customers viewpoints in Iranian retail banking by MCDM techniques. For this purpose, 150 questionnaires from customers and 150 questionnaires from experts have analyzed and ranked by Fuzzy AHP.Four dimensions of service quality, service features, service accessibility and customer complaint management are considered as primary perspectives on customer satisfaction model. Result of this research finding has shown obvious difference between customers and experts prioritization. From customer perspective, service accessibility is the most significant dimension next with little discrepancy service quality is the second dimension while from experts' viewpoints service quality is first next, with little discrepancy, service features are important dimensions. Experts highlight service quality and service features factors while, customers focus on service accessibility process

Keywords:

customer satisfaction , service quality , service feature , service accessibility , FAHP