The Most Effective Strategy to Improve Customer Satisfaction in Iranian Banks: A Fuzzy AHP Analysis

With the intense competition in banking systems, customer satisfaction has become more important issue in customer marketing. In existing studies, customer satisfaction has examined based on customers’ viewpoint. This study investigates customer satisfaction based on viewpoint of bank managers who understand their customers’ needs. This study aims to examine importance of various strategies that improve customer satisfaction and also determines their priorities. The results indicate that improving services and facilities is the most effective strategy to improve customer satisfaction in Iranian banks. In this strategy, interest rate and fair facilities are most important factors.