Int. j. econ. manag. soc. sci., Vol(3), No (12), December, 2014. pp.

16-23

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International Journal of Economy, Management and Social Sciences

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ISSN:
2306-7276

Copyright 2014. All rights reserved for TI Journals.

Study and Ranking Effective Consumers Satisfaction Indexes (CSI)

as a Pre-requisite of Consumers Relationship Management (CRM) in
Banking System via AHP Technique
Fereshteh Amin*
Assistant professor of Faculty of Management in Tehran University, Tehran, Iran.

Hoda Ghorbani
MSC degree from Tehran university, Iran

Ali Ramzani
Assistant professor of department of faculty of management and account, Islamic azad university,karaj, Iran.

Mahdieh Haghani
MSC degree from Tehran university, Iran.
*Corresponding author: famin@ut.ac.ir

Keywords

Abstract

Customers relations management

Customer satisfaction index
Ranking
Setting priorities
Analytical hierarchical process (AHP)
technique

The goal of the present research is to identify and set priorities of effective factors in customers satisfaction
in the banking system. This research has employed literature review of the subject and interview with
banking elites that led to identifying 40 factors. After using factor analysis technique, all factors were
categorized in four groups, including competitive factors, human factors, environmental factors and
professional factors. In conclusion, the couple comparison technique was employed by receiving advice of
elites to give weights to those factors in relation with others. The results showed that, the competitive factors
and human factors, in order, were more effective than other factors; and in human factor part, were suitable
encounter of staff, method of responding to the clients and the physical neatness of the staff, and in
professional factors category, the indexes of accuracy of banking performance, speed in performing bank
affairs and quality of providing bank services were important. In environmental factors, less crowded
branches, observing the turn of clients and closeness of branches distances, and in competitive factors,
higher interest rate, higher facilities ceiling and less expenses and commission fee had the highest weight
and importance from the viewpoints of customers.

1.

Introduction

Creation of new competitive atmosphere in banking industry of Iran and emergence of private banks, financial and credit institutes and activities
of various interest free funds have made the necessity to pay more attention to the customers demands, needs and expectations as well as
providing compatible services, even beyond their expectations inevitable. In order to achieve their goals, banks need attraction and gaining trust
and satisfaction of their customers and by employing customer- trend approach based on customers demands, they could achieve their goals;
hence, they should focus on their customers satisfaction and by paying attention to the economic, social and cultural changes and their
customers needs, they should perform constant efforts to keep their customers and absorb new clients. CRM means a series of steps that are
taken to establish, develop, maintain, improve and optimize long term and valuable relationship between customers and organizations.
CRM is a business strategy for adopting and managing effective relationships with customer for more profitability. Effective and long
relationship with customers leads to saving customers and winning their loyalty. In another word, customers stay in grasp of organization and the
latter will own the customer. The proprietorship gives emergence to competitive advantages, improvement in customers saving status and
profitability for the organization. CRM is a part of the strategy of an organization for identifying customers, keeping them satisfied and changing
them into permanent customers that in turn, using the relationship of customers and organizations and their needs would lead to a proper study
and analysis. CRM is a business approach for the entire organization that would assist organization in achieving its customer-centered goals.
Studies showed that in all models, the first stage is to identify customers needs and demands and absorbing the CRM in relation with his
satisfaction. In fact, the major goal of all existing models is to reach a high level of customers satisfaction and loyalty. In developing a suitable
model of customer relation in bank; too, in the first step it is of great importance to identify effective CSI and arrange the priorities of those
indexes accordingly.

2.

A Literature Review on Theoretical Aspects of the Research

2.1 Definition of CRM

CRM is a business strategy that goes beyond increase in volume of transaction and its goal is to increase profitability, income and customers
satisfaction. In order to realize those goals, organizations employ some tools, procedures, methods and relationship with their customers. Despite
a general agreement on the concept of CRM, if experts are asked about CRM, they would give different answers. Some believe CRM as the
strategy, some see it as technology, some call it processes and a group would consider it as an information system; therefore, in order to
determine CRM as best as possible, some of the definitions have been listed as follows:
CRM is a series of systemic processes and abilities that supports the long-term strategy of company as well as long-term relationship with key
and special customers. [6]
The view of organization for perceiving and affecting customers behavior through establishing significant relationship with customers to absorb
clients, keep the customer, gaining his loyalty and extracting the customers profitability. [7]

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Study and Ranking Effective Consumers Satisfaction Indexes (CSI) as a Pre-requisite of Consumers Relationship Management (CRM) in Banking System via A...
International Journal of Economy, Management and Social Sciences Vol(3), No (12), December, 2014.

CRM means managing profitable counter relations from the viewpoint of a product or service seller. [8]
CRM is a dynamic process for managing the organizations relationship with the customer in order to create continuous profitable counter
relations among selected customers and the organization; and subsequently, rejecting non-profitable customers from the firm [9] . CRM is a
business strategy of the institute that is developed for the purpose of maximizing companys income and customers satisfaction through
categorizing and classifying customers. [10]
CRM is a technology or process to change customers information into knowledge on customer in the organization. [11]
By considering the above-mentioned definitions and comparing them with the concept of relationship-oriented marketing, one could see that
both CRM and relationship-oriented marketing concepts have been focused on the personal relations between the buyer and seller where those
relations have a long term nature, being profitable for both parties. In short, from the viewpoint of a company, both CRM and relation-oriented
marketing concepts are special organizational values and culture that put the buyer-seller relationship the focal point of organizational strategy or
operations; however, unlike similarities, it has been discussed that there are major differences between the two concepts:
First, marketing has a more strategic relationship method nature while CRM is used in a more technical way; second, methodological marketing
has more behavioral and sensational mode and makes great focuses on variables such as sympathy, trust, counter behavior and such items and in
turn, CRM is a more managerial item that focuses on the quality of making more coordinated management efforts in absorbing, maintain
customers and reinforcing their relationship; third, relationship-oriented marketing does not only emphasize on the mutual relationship of
provider and customer; but rather, it includes communication with beneficiaries of the organization, such as provider, staff, customers and even
the government; on the other hand, CRM is mostly involved in establishing relationship with key customers.
2.2 Process of CRM
2.2.1 The categories of CRM process from TAM viewpoint
Kayee Tam believes CRM as a process that revolves around changing information and knowledge gained from customers to interaction,
followed by their relations. This process includes few important categories.
Perspective obtained from customer
The value obtained by customer
Market planning
Interaction with customer
Analysis and processing

Learning
Discovery and science

Analysis and Processing

Process of CRM cycle

Market planning

Interaction with customer

Action
Figure 1. Process of CRM from TAM viewpoint

In order to maximize customer satisfaction, income and profitability, the necessary perspective of customers should be obtained through
analyzing customers satisfaction. This learning is a constant process and includes acquiring information on product, distribution paths, markets
and competition as well. [12]
2.2.2 The Tactical integration model of CRM processes
Based on following diagram, the sub-cycle of CRM process as introduced by SWIFT consists of following categories:

Interaction with customer

Discovery of knowledge

Learning

Action
Analysis and process

Planning

Figure 2. Model of tactical integration of CRM processes

Fereshteh Amin *, Hoda Ghorbani, Ali Ramzani, Mahdieh Haghani

18

International Journal of Economy, Management and Social Sciences Vol(3), No (12), December, 2014.

Discovery of knowledge: Analysis of customers characteristics and investment strategies are constituents of this part. This is done
through process of customers identification, classifying customer and predicting organizations customer.
Interaction with customer: This stage means execution and CRM through relevant information on proper time and providing
products by using a range of interactive canals.
Market planning: In this stage, the distribution path and products that are offered to special customers are defined. This stage requires
four different activities named market planning, product provision planning, marketing planning and communication planning.
Analysis and process: This stage includes a process the goal of it is to absorb and analyze customers data through communications the
organizations have obtained through their interaction paths. This part is a type of constant learning process that emphasizes on
information processing, prices amounts and approaches that increase organizations opportunities in interactions with customer. [4]
2.2.3 CRM Lifecycle Model
Kalakota in his model states CRM as being made of the three stages of absorption, promotion and saving and in each stage; it supports the
recognition and understanding the relationship between the organization and its customers. Those stages are:
Absorption of new customer through advertising goods and services leadership
Promotion of profitability of existing customers
Saving profitable customers for own survival through emphasizing on delivering services that the customer rather the market asks.
2.3 Definition of customer satisfaction:
Customer satisfaction is the product of comparisons made by the customer between the reality of the product or service and his own
expectations, demands, goals and social norms in connection with the product [15].Customers satisfaction is the main result of marketers
activities that causes an establishment and maintenance of customer-organization relationship during different stages of consumers purchase
behavior. Customers satisfaction could be seen as an emotional reaction that is manifested by what customer receives for the difference
between what he expects and what he receives [2].Catler says that satisfaction is the feeling of pleasure or hopelessness of the individuals that
he shows by comparing what he expected and the product performance [7]. of these definitions, it could be seen that feeling of pleasure is a type
of perception and view that is under influence of individuals expectations. Those expectations could be resulted from previous expectations
and experiences of the individual or come from suggestions that have been induced by others without his prior experiences of the product or
service. Of course, it should be noted that according to Herzbergs studies, the feeling of satisfaction that has been defined as compatibility
with the individuals expectations is among health and maintenance factor rather than motivating factor; that is, if the product performance is
below expectations, it will lead to dissatisfaction, resulting in emergence of sufficient reasons to give up the organization and seeking other
organizations. On the other hand, if the product perception is equal or higher than expectations from the product, it only raises satisfaction in
the person and he will have no sufficient reason to give up the organization.
A review on customers satisfaction models:
The satisfaction model of the Swedish customer: It was the first model of CRI that was introduced in Sweden in 1992. This model has
following elements:
1. The receivable value: This shows the comparison made by the customer from the quality he received versus the money he paid.
Customer likes to receive a quality suitable to the money he paid; even that quality is not the best quality.
2. Customers expectations: The customers expectation fits the concerned product or service. The expectations are characteristics of the
product or service received by the customer as he had predicted.
3. Customers voice: This expresses the customers situation regarding the value he received and his expectations. If the value received
by the customer agrees with his expectation level, the customers voice would express his loyalty and customer. Levels of complaints
to the organization are a picture of customers voice.
4. Loyalty and satisfaction of customer: Loyalty is the final dependant variable that forms as a result of the equilibrium level of the value
received and the level of expectations and by paying attention to customers voice, one could be informed on the satisfaction or
dissatisfaction of the customer. [16]
2.3.1 American CSI
This model was developed at Michigan University by cooperation of American Quality Association in 1994. In this model, a 15-question
questioner was prepared to extract the 6 parts of the model. The difference of this model and the Swedish model is adding a separate quality
receivable. The quality receivable expresses amount of quality needed by the customer, the quality presented and the quality expected. Other
parts of the model are as the Swedish model. [3]
2.3.2 European CSI
The European CSI model is shown below. This model is like a structural model that consists of few concealed variables and its general
structure is the same as ACSI model. In this model, we see seven concealed variables. Those categories are: [14]

Factors
Product
Price
Distribution canals
Services
Organization picture
Customers expectations

Table 1. Indexes and factors of ECSI model

Indexes
1. Quality 2. Performance 3. Accessibility
1. Price level 2. Discount
3. Payment term
1. Place 2. Accessibility 3. Services 4. Accessibility time (business hours for customers return)
1. Accuracy 2. Trustworthiness 3. Staff eagerness and inclination 4. Guaranty of product 5. Staff skills and its general behavior
1. Fame 2. Business status 3. Credibility and assurance
1. Past experiences 2. Personal need

2.3.3 The Swiss CIS Model

In this model, the customer satisfaction variable could be measured and calculated by three indexes. In the present model, the assumption is
that, satisfied customer, in addition to grow the feeling of belonging and loyalty, will also show more trend to establish a durable and longstanding relationship with the supplier. The customers loyalty variable is measured by three measures as the second consequence of
customers satisfaction in the SWICS. This research has used the highest accuracy monitoring assessment model. The results of initial studies
in SWICS have been analyzed by hierarchical clustering technique and yield valuable findings. [5]

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Study and Ranking Effective Consumers Satisfaction Indexes (CSI) as a Pre-requisite of Consumers Relationship Management (CRM) in Banking System via A...
International Journal of Economy, Management and Social Sciences Vol(3), No (12), December, 2014.

2.3.4 CSI model in banking industry

This index has been presented by American Bankers Association (ABA). This index has been designed in a way that enables banks to measure
their customers satisfaction in monthly and seasonal intervals and monitor changes in customers. By using this tool in internet, bankers
obtained a great range of information in connection with customers needs and expectations. That information is available to bankers online in
internet. Data collection from customers who do not have access to internet is done through sending questionnaires appended to their accounts
operations statements, direct contact, telephone call, mail or a combination of above-mentioned methods. The device of this index is a
questionnaire titled Write us how to work containing 27 questions; the subjects are scored in two types in a 6-grade scale. Score one is in
connection with the importance of the question from the viewpoint of subjects; that is, how much importance the customer gives to the
question. The second score is in relations with bank function; that is, from the viewpoint of customers, bank is in relations with bank function.
That is, from the viewpoint of customers, what score the bank receives for its performance. Lower scores are for poor function and higher
scores are for better function. Questions are classified under five categories as follows: [14]
Table 2. Factors and indexes of CSI model in bank
Factors

Indexes

Services

1. Staffs politeness 2. Speed of services 3. Immediate mistake correction 4. Time of performing operations
Professional performance (employees work professionally)
1. Easy access to branches 2. Not-crowded branches 3. Feasibility and facilities of automatic pay machines,
4. Cleanness and neatness of branches 5.parking places

Place of providing service

Product (goods/services)

1. Current account services 2. Commission fees and service expenses 3. Saving accounts, credit cards
4. Investment services 5. Loan services 6. Telephone bank 7. Computer services 8. Statements of accounts 9.
Loan interests 10. Saving accounts interests

General satisfaction

1. Do you recommend our bank to your friends? 2. Do you plan to refer to our bank for your next loan?
3. How did you find our bank services compared to other financial companies? 4. Do you plan to refer to
our bank for your next deposit account? 5. Are you going to refer to our bank for your next investment?

Customers information

1. Age 2. Annual income 3. Family 4. Amount of deposit 5. Job 6. gender

2.3.5 Atanasopolos Model

This model was introduced in 1999. The model studies the customer satisfaction indexes in five scopes:
A. Staff competency
1. The staff of bank is fully aware of the bank products.
2. You receive the demanded service from the bank staff with good speed.
3. The bank staff enjoy sufficient knowledge (as needed) to provide you a fast service.
4. The bank staffs do not mind spending more time to give you better services.
5. The bank staffs are aware of your needs and how the bank products would meet your demands.
B. Reliability
1. If there will be a problem, the bank will talk to me about this problem.
2. There is no need to turn to the bank in order to solve a problem.
3. This bank is a bank that is worthy of being trusted.
C.
1.
2.
3.

Product renovation
Bank provides vast and various products.
The bank products have the flexibility that could meet my demands.
This bank provides telephone services as well.

D. Pricing
1. The interest rates of the loans of my bank are higher than other banks.
2. The saving deposit interest rate in my bank is lower than other banks.
3. I feel I am paying a large amount of commission fee.
E.
1.
2.
3.
4.
5.
6.

Physical evidences:
A friendly and warm atmosphere is over this bank.
The bank staff is in their work with neat appearance and clean clothes.
The internal atmosphere and environment of the bank leaves positive effects on you to receive its services.
The internal designs of the preliminary works facilitate transactions performance.
The internal atmosphere and environment of the branch assists staff in presenting better services.
The staff of this bank has a friendly behavior.

1.
2.
3.

Comfort
The bank branch is close to your work place.
The branch of this bank is near other buildings of the bank as well as close to other banks.
The branch of this bank is near a shopping center I usually visit. (Johnson and et al. 2001, P.18)

F.

2.4 Heis Derg studies

Studies showed that it is usually less expensive to keep the existing customers than finding new customer. A satisfied and loyal customer
might cost large amount of money during his years of relationship with the company; especially, if this customer is encouraged to receive
services with the quality as promised by the organization; therefore, keeping interaction with exiting customer is less costly than seeking new
customers.

Fereshteh Amin *, Hoda Ghorbani, Ali Ramzani, Mahdieh Haghani

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International Journal of Economy, Management and Social Sciences Vol(3), No (12), December, 2014.

2.5 Walters Research

Walter offers 52 methods to have customers satisfaction for every, the most important of them are mood, customer-centered culture,
improving the abilities of staff, measurement of performance, attention to the lifetime value of the customer, giving importance to services to
customer, constant inquiry on customers needsThis study showed that there is an intelligent method to keep customers satisfied in order to
arrange for some reform actions before there will be any problem in the organization since, when customers show reactions, it is usually too
late for any actions .
2.6 Researches of Paklan Vang and Kanchi
These researchers studied both the European and American CSI models and concluded that the relationships specified in measuring customers
satisfaction did not have the required certainty and definition and ultimately, the mentioned researchers developed a model titled Kanchis
Model for Satisfaction Measurement. The model was tested by 450 customers of a bank in Hong Kong. [3]
2.7 A few practical examples of gaining customers satisfaction in bank
First Union Bank invited one of its loyal for the bank anniversary and awarded him to open a free of charge bank account. That customer will
benefit from special services of the bank. The First U.S.A. bank sends invitations to its customers with the topic A plan immediately upon
your request. In the questionnaire, the name and birthday of the close relatives are asked. In addition, your hobbies, favorite journals, cultural
and sports activitiesare asked. The UOB Bank has the motto of Bank is in your finger tips is printed on the checkbooks with the picture of
real individuals on the electronic cards and the logo of legal customers and placing electronic cards for personnel of the bank are used. The
Bank of America uses paperless banking for support and protection of garbage recycling (paper and ) and executes one of the most
important ethical principles for American people and by this approach, it doubled its fame, prestige and customers in the American society.
The Miami Bank uses special rooms with comfortable furniture and entertaining its customers with coffee and fruit. It offers its services in the
customers homes and working places as well. The DBS Bank provides services with the topic of Eight and satisfies its customers,
improving the customers absorption towards the bank. The number 8 shows the bank and consultation company links as the two connecting
ring. Union Bank has established a customer club in the bank and presents the club bank to the special customers of this bank and by that
action, it could find special place in public minds. The Fargo Vels Bank has mounted a board (five minutes or five dollars) meaning that
customers wait more than five minutes in this branch of bank to receive bank services and stay in line, the bank will credit five dollars in their
accounts. [1]
2.8 Research questions
- What are the effective CSI in bank system?
- What are the levels of effective indexes on customers satisfaction?
- What is the priority of effective CSI in banking system?

3.

Research Methodology

In terms of research methodology, the present research could be considered as descriptive-surveying research in terms of data collection; for,
in this research, the researcher made no changes in the variables subject of study and has only studied the existing conditions. In addition, in
terms of the goal of research, the research could be classified as an applied research. In such researches, theories, regulations and techniques
that are developed in fundamental research have been used for improving applied knowledge in a special ground and solving actual problem
solving in that area.
3.1 Society and statistical subjects of the research
The statistical subject of this research includes the entire customers of banking system in the city of Tehran. In this research, the probable
sampling used unlimited society for selecting statistical samples.
3.2 Data collection method
In this research, literature review was used to collect data on the subject, the theoretical fundamentals and research history. In order to extract
general indexes effective on customers satisfaction in bank branches, in addition to theoretical fundamentals of the research, an open
interview was carried out with a number of banking system elites and professionals, branch managers, university professors and a number of
permanent customers of the branch. The results of the interviews were studied by using contents analysis techniques and the relevant indexes
on customers satisfaction were extracted from bank branches. Ultimately, a questionnaire containing 40 questions was developed to measure
the effectiveness of extracted indexes and their ranking. The copies of questionnaire were then distributed among the statistical samples of the
research.

4.

Findings of Research

Question 1: What are the effective CSI in branches of bank system?

As noted above, after interview with the banking elites, 40 items were identified as main categories in the satisfaction of bank branches. The
research questionnaire was developed by using those categories, followed by a factor analysis on the output data. By that procedure, 4 factors
were identified as the most important effective factors on customers satisfaction of bank branches. In sum, the four extracted factors
underwent Varimax rotation and could determine 76/268 percent of total variance on the questionnaire of assessing effective factors in
customers satisfaction. The combination of questions arrangement in the questionnaire on the four extracted factor in the factor analysis was
as follows:
First factor: There are eight questions on this factor and this factor is labeled as human factors.
Second factor: There are eight questions on this factor and this factor is labeled as professional factors.
Third factor: There are thirteen questions on this factor and this factor is labeled as environmental factors
Fourth factor: There are eleven questions on this factor and this factor is labeled as competitive factors.
Question 2: What are the levels of effective indexes on customers satisfaction?
In this study, the single sample average comparison test has been used to test the level of effective factors on customers satisfaction in
banking system. Based on the opinions of statistical sample individuals, the numbers which were obtained were: human factors (t=2.015, P=0,

21

Study and Ranking Effective Consumers Satisfaction Indexes (CSI) as a Pre-requisite of Consumers Relationship Management (CRM) in Banking System via A...
International Journal of Economy, Management and Social Sciences Vol(3), No (12), December, 2014.

M=4.32), professional factors (t=2.84, P=0/, M=3.18), environmental factor (t=2.36, P=0.01, M=3.098) and competitive factors (t=2.23,
P=0.04, M=4.47) the mean average obtained in all items was significantly higher than average.
Question 3: What is the priority of effective CSI in banking system?
In this study, AHP technique was used in order to arrange ranking effective factors on customers satisfaction and the sub-series of each one of
the factors and the views of 15 banking elites were used to complete the couple comparison questions as samples. The results on the
relationship of comparing general factors have been listed in below table. The tables like following sample have been developed for the subsets and the weight of each one of the indexes has been calculated.
Table 3. Geometrical weight average of each one of the effective factors on the customers satisfaction
CSI Factors
Competitive advantages
Professional factors
Human factors
Environmental factors
Total

Competitive
factors
0.082
0.456
0.307
0.155
1.00

Professional
factors
0.117
0.649
0.117
0.116
1.00

Human
factors
0.036
0.751
0.135
0.078
1.00

Environmental
factors
0.060
0.630
0.197
0.113
1.00

Total

Average

0.295
2.486
0.756
0.462

0.074
0.622
0.189
0.116
1.00

Since almost all calculations on AHP based on the initial judgment of the decision maker takes place in form of couple comparisons matrix,
any errors and inconsistency in comparing and determining the importance between choices and indexes would distort the final results
obtained from calculations. The consistency ratio (CR) as a tool for calculating and showing the consistency degree and how to trust on the
results obtained from priorities have been used for the four general factors as samples and for other indexes; too, the calculation of CR has
been done in the same way. CR is a tool for specifying the consistency of judgments and shows how the priorities resulted from comparisons
could be trusted. The process of CR calculation consists of following steps:
1. Calculation of Weighted Sum Vector: This is obtained by multiplying the couple comparisons matrix on the relative weights vector.
2. Calculation of Consistency Vector: This is the product of dividing weighted sum in relative priority vector.
3. Calculation of max : max is equal to mean average of consistency vector elements
4. Calculation of consistency index (CI):

CI
5.

max n
n 1

(1)

In which, n is the number of choices.

Calculation of consistency ratio (CR): the product of dividing the consistency index on random index I.

CR CI

RI

(2)

Ultimately, if the consistency rate obtained is less than 0.1, the comparisons consistency is acceptable.
Table 4. The consistency rate of couple comparisons of effective factors on customers satisfaction
Weighted Sum Vector
WSV
0.298
2.724
0.778
0.475

Consistency vector
C.V
4.032228482
4.382144709
4.116139882
4.109083843

max

4.159899229

Consistency index
C.I
0.053299743

Consistency rate
CR
0.059221937

As it could be seen in the above table, the consistency rate of general factors is 0.059 and since this number is less than 0.1, it is therefore in
acceptable range and shows consistency among the priorities of couple comparisons. The calculations of consistency rates of each single table
of the sub-set factors is not mentioned to save the time and only results are shown.
The consistency rate of couple comparisons of the indexes of human factors sub-sets that affect customers satisfaction (0.022<0.1) is in an
acceptable range; therefore, there is consistency among couple comparisons.
The consistency rate of couple comparisons of the indexes of professional factors sub-sets that affect customers satisfaction (0.005<0.1) is in
an acceptable range; therefore, there is consistency among couple comparisons.
The consistency rate of couple comparisons of the indexes of environmental factors sub-sets that affect customers satisfaction (0.076<0.1) is
in an acceptable range; therefore, there is consistency among couple comparisons.
The consistency rate of couple comparisons of the indexes of competitive advantages factors sub-sets that affect customers satisfaction
(0.009<0.1) is in an acceptable range; therefore, there is consistency among couple comparisons.
The results of weighing indexes of sub-sets of each one of the factors effective on customers satisfaction are listed in table 5.
As the results show, in human factors part, the most important index affecting customers satisfaction in bank systems are suitable conduct of
staff index, method of responding to customer, neat physical appearance of staff and in professional part, the indexes of accuracy of banking
affairs, speed in bank affairs and quality of banking services, and in the environmental factors, not-crowded branch, observing customers
turns and closeness of the branch, and in competitive factors, higher rate of interests, higher facilities and less expenses and commission fee
had the highest weights and importance from the customers viewpoints.

Fereshteh Amin *, Hoda Ghorbani, Ali Ramzani, Mahdieh Haghani

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International Journal of Economy, Management and Social Sciences Vol(3), No (12), December, 2014.

Table 5. Weight of indexes of sub-sets of effective factors on customers satisfaction

5.

Human factors

Weight

Environmental
factors

Weight

Professional factors

Weight

Competitive
factors

Weight

Suitable conduct of
staff

23%

not-crowded
branch

12%

accuracy of bank
activities

18%

Internet services

6%

Physical neatness
of staff

13%

air condition
system

9%

feasibility of service
receipt

10%

Telephone bank

4%

Responding way

19%

safety systems of
branch

8%

precision in service
presentation

11%

Higher interest
rate

18%

Confidentially of
staff

10%

closeness of
branch

10%

speed in service
presentation

13%

Ceiling of credits
payable

16%

Staff gender

5%

branch cleanness

7%

accuracy of bank
advertisement

9%

ATM services

6%

Age of staff

3%

observing
customers turn

11%

branch management

11%

Commissions and
fees

14%

Degree of trusting
customer

18%

duration of
staying in line

7%

quality of presenting
bank services

12%

Services needed
by the customer

13%

Number of staff

7%

size of branch

7%

method of informing
customers

7%

Special services

11%

working hours of
bank

6%

method of customers
absorption

9%

Advertisement
gifts

parking lot in
branch

3%

Bank services

entertainment
facilities

4%

Competitive
factors

decoration of
internal space

8%

tools and facilities

in the branch

5%

external space of
the branch

3%

Suggestions and Recommendations

In todays world, earning profit and financial benefits is the most important goal of organizations for their survival in the highly challenged
and competitive environment in the global village. Today, customers as the providers of financial benefits of organizations are the most
important factors of organizations growth and survival and organizations try to maintain a long term relationship with their customers by
absorbing and keeping satisfied and loyal customers. In an increasingly competitive business environment, gaining customers satisfaction has
becoming the main goal of organization. Customers satisfaction is something higher than positive effects on the efforts made in the
organization. This not only forces staff to be active, but also is considered as a profitable source for the organization[12]. Customers
satisfaction creates large amount of advantages for the organization and higher levels of customers satisfaction leads to their loyalty. Keeping
good customers in long terms than constant absorption of new customers to replace those who disconnected with the company is a more useful
approach. Customers that have large satisfaction convey their positive experiences to others and in this way, they become advertisement tools
for the organization, lowering the costs of absorbing new customers, This is particularly very important for those that provide services because
their fame and prestige and advertising their advantages and positive points by others are a great source for gaining public trust. High
satisfaction of customer is a type of insurance against probable mistakes of the organization that becomes inevitable as a result of changes
related to the type of their service production. Permanent customers, in facing such conditions, show more understanding because due to their
good previous experiences, they easily forgive the little mistakes of organization. Therefore, it is not strange that gaining customers
satisfaction has become the most important duty of organizations and institutes. [13]
In today business world, organizations could not afford being indifferent towards customers expectations and needs. They should take their
most efforts to increase customers satisfaction because they are the only source of their capital return. Customers satisfaction brings along
with it advantages such as competitive advantages, lowering the costs of mistakes, encouraging customer to repeat transactions and stay loyal,
reducing the costs of absorbing new customers, increasing the fame and credit and sustained growth and development. In service organizations
such as banks, the effective factors on customers satisfaction could be studied from various aspects and as the results of this research showed,
those factors could be classified in the four human, competitive, environmental and professional groups. Of the four groups, competitive
factors have higher stand than others. The reason is that, the intensity of environmental changes in today world has turned into a factor that
makes organizations stay in constant competition with their competitors in order to survive in the market and in this competition arena,
producing goods or providing services with best quality and observing customer-centered principles have found determining role, creating an
unprecedented duty for heads of organizations. Banking industry in today world is facing a dynamic and complicated environment. The
increasing expansion of financial and credit institutes, establishment and expansion of private banks, increasing move of insurance
organizations towards providing financial and non-financial services, increasing advances of technology in this industry and moving towards
electronic bank have created a special and highly competitive atmosphere for bank sector. Banks of today require more challenges for

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Study and Ranking Effective Consumers Satisfaction Indexes (CSI) as a Pre-requisite of Consumers Relationship Management (CRM) in Banking System via A...
International Journal of Economy, Management and Social Sciences Vol(3), No (12), December, 2014.

performing any of their routine duties and processes including absorbing deposits, optimized allocation of resources, granting loans and
facilities, absorbing professional and skillful forcesand planning and decision making in this condition demands a deep and serious
perspective and views to the internal and external environment of organizations and the interactions in them.
Bank clients should have access to sufficient information regarding referring to the bank and following up their financial affairs. Accurate
information on services and their performance should be easily accessible to them. Services should be provided with sufficient speed and
customers must be able to perform their bank affairs in the shortest time possible. Those services should be flawless and proper as much as
possible. The neat physical appearance of services, the physical place and organizational environment where the customers refer are among
other demands and needs of customers. The results of this research showed that after competitive factors, the human factors have higher degree
of importance than other factors. The method of handling customers by staff is of great importance. A suitable conduct with customers could
cover the poor technical aspects of services as well. Managers of banks branches could perform various activities to provide desirable services
to customers and creating a suitable relationship with them. They should identify customers expectations and determine clear and distinct
goals for their services; they should be a trustable and faithful advisor to their customers and deal with proper conduct. A successful
organization creates the sense of commitment in providing desirable services among its staff, creates a suitable and simple structure for
providing services, puts special importance to its personnel (internal clients), assesses and measures its customers satisfaction permanently
and investigates their complaints fast. It establishes a friendly and good relationship as well as mutual trust with its clients.
Presently, customers are the determining factors of survival and durability of organizations and all organizations, including banks require
designing systems to identify customers demands and needs and forming the method of their relationships. In academic literature, those
systems are defined as models of managing relationship with customer. Each customer relationship management (CRM) system includes
various elements and parts and the first and most important of those sections that have been noted almost in all models is the issue of
identifying customer and recognizing the factors that affect his satisfaction. The present research discusses CRM models from this aspect and
has studied this part in banking system in detail. The research has identified general effective factors on customers satisfaction and has given
weights to those factors and their sub-series. Researchers in future study could use the results to design a suitable CRM model for bank
branches.
With respect to the results, following suggestions are made:

Since needs, demands and expectations of customers are functions of time; therefore, bank should arrange for regular survey to
assess customers satisfaction in six or twelve- month intervals.

Increase in competitive power of bank branches by employing variable, simple and applicable services to fit customers needs

To develop a software with respect to the mathematical and conceptual pattern of this research and installing it on the bank site to
study the process of customers satisfaction in regular form

To allocate a special place for key customers to decrease or remove turn and waiting time

To plan for lowering tangible or Rials costs for key clients; as an example, discount or exemption from paying commission fee for
them

To use modern facilities in providing services (computers, printers and modern counters)

To re-design forms, bills, statements, checkbooksto look nice and pleasant in the eyes of customers

To use physical facilities 9furniture, counterswith high attraction aspects.

To uniform staff clothes in order to seem neat by customers

To establish a unit for studying and researching new services that should be presented by bank and increase the variety of their
services.

To hold educational courses with focus on customers for staff and to reward staff that show changes in their behaviors and skills in
handling customers after taking those courses.

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