بررسی نحوه عملکرد و کارکرد بانک ها و موسسات مالی و اعتباری

Abstract
Today companies strive for improving quality of their products and gaining
competitive edge and this is all for the simple reason of achieving larger market shares
and retaining existing customers. Client is a very important element in banking system
and in this light one of the most appropriate and profitable strategies for banks, is
customer-orientation. Client is seen as an asset by banks and they can evaluate their
performance based on the behaviour of their clients. In the competitive environment in
which banks operate, these institutes must try to meet the needs and requirements of
their clients and achieve their utmost satisfaction. This research tries to look at
“customer satisfaction” from a new angle and uses Kano model which was first
introduced by Dr. Norayaki - a teacher in the Japanese university of Rika. Kano model
classifies customer needs in three categories of operational, attractive and must-be.
This research is practical and descriptive and uses two randomly selected samples of
256 clients of Saderat Bank and 128 clients of Parsian Bank. To gather information
from the above samples we used questionnaire.
This research shows that these two banks, Saderat and Parsian, need to consider the
following points in order to gain competitive advantage over others: beauty of facade
of their branches, facilities available in branches such as air-conditioner, expansion of
IT and electronic banking, telephone banking, using uniforms by tellers, equipping all
branches with ATMs, availability of some branches for service out of usual working
hours, possibility of reaching branch managers when required by clients, availability
of special services for people with special needs i.e. those with physical disabilities
and finally adopting strategies that support clients.

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سایت های اینترنتی
51. www.emeraldinsight.com
52. www.tafahomnews.com/sections-req-viewarticle
53. www.bsqaz.com/history
54. www.parsian-bank.com