An AHP Approach for Ranking Critical Success Factors of Customers Experience in Iranian Banks from Managers’ Viewpoint

Abstract

Nowadays, customer experience is considered as a critical factor in growth cycle of each business. These days only those organizations that their main focus is fulfilling customer's demands and desires with maximum quality can be succeed. The main purpose of this study is identifying and prioritizing critical success factors from perspective of bank's managers and experts. Considering these factors as key success factors can improve customer experience in banking services and help the banks to provide more favorable experience for customer .The statistical population consist of manager and customer of Refah bank in Isfahan city. Because the number of managers was limited census method has been used to select appropriate number of manager and expert. For data analyzing, Analytic Hierarchy Process (AHP) through pair-wise comparison of factors and sub-factors has been applied by using Expert Choice software. The results suggest that "behavioral experience" is the most important factor in designing customer experience. So, behavioral experience has the most influence on critical success factors at Refah bank. Cognitive aspect possesses the second priority and "affective experience" possesses the lowest priority among all the other factors. By calculating inconsistency rate of pair-wise comparison matrix, consistency of these factors is also acceptable. In addition, considering the result sub-criteria of "employees" and "service process" possess the first and second priority respectively between fourteen sub-criteria of critical success factors.

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