Abstract

This paper intends to present a combined algorithm proposed by Kano and data hierarchical analysis to prioritize indicators affecting customers’ needs in electronic banking because implementation of customer’s satisfaction measurement and survey as the most important indicator in performance improvement is considered an essential prerequisite for modern organizations in banking industry. Hence, in this research, for conceptualization of relationship between customers’ satisfaction and needs and evaluation of service quality, Kano’s model was used and in order to compensate for this model’s qualitative weak point, phased hierarchical analysis technique was employed. Thus, in order to show the effectiveness of this model, an investigative type of research aimed to identify prioritization of Bank-e-Saderat electronic banking customers’ needs in Tehran Province was carried out. For this purpose, a questionnaire comprising 18 questions with stability coefficient of 0.81 was designed which has been completed by 454 customers of Bank-e- Saderat’s first grade branches in Tehran Province. The obtained results confirmed the reliability of the above model and indicated that services’ high security and assurance in must classification, easy and online access to different accounts in performance classification, possibility of installment payment through automatic money dispensers in attractiveness classification are among customers’ first priority. And other needs in each class are respectively placed in next priorities.

Key words: Service quality, customer’s satisfaction, e-banking, Kano’s model, phased hierarchical analysis process.