A Solution for the Allocation of Customers Authentication Methods (The Case of Multimedia Contact Center in Agriculture Bank of Iran)

In order to provide different services for the customers, banks embark on a multimedia contact center. Considering that, in this center, where several services such as transferring money, getting statement information and asking for check books are provided, the authentication is of high importance. How to allocate the appropriate authentication method for each customer is one of the challenges that the center confronts. Sometimes, it has been observed that using an inappropriate authentication method has caused customers' dissatisfaction. In this research, using the Kano Model, the factors influencing customers' satisfaction from the standpoint of authentication methods are extracted and ranked. In order to determine the effect of customers' individual characteristics on choosing each method, a two-stage clustering method has been used in SPSS. The results of this study indicated that it was possible to select an appropriate authentication method according to the individual customer' characteristics.JEL Classification: G21Received: 2/19/2014                        Approved: 6/30/2014