Identification and ranking of the effective factors on the success of providing new banking services to customers by the employees of South Kerman Agricultural Bank branches

Dissertation for Master's Degree

Orientation: Marketing

Abstract:

Today, financial service institutions have taken over a major part of economic and commercial activities. In institutions that play an important role in services, it is the human force that provides services to customers and the employees that determine the success or failure of the organization in question, providing quality services and creating satisfaction in customers as a strategic way to develop and improve performance. Financial institutions are considered and success is for those institutions that have been able to identify and satisfy the needs and demands of customers in the best possible way in the target markets. The purpose of this research is to identify and rank the effectiveness of providing modern banking services to customers by the employees of South Kerman Agricultural Bank branches. In this way, a model has been designed that will lead to the selection of suitable criteria for the minister of criteria. In this regard, after identifying the criteria of the minister of criteria effective on the success of providing new services in the branches of Agricultural Bank, the method of expert analysis through a questionnaire has been used. And after that, the AHP technique was used to determine the weight of the identified indicators. At this stage, the opinions of the experts regarding pairwise comparisons of the indicators and determining their weight were extracted through a questionnaire. The results of the data analysis show that among the six main criteria, job satisfaction with a weight of 0.338 is ranked first in terms of importance, and service orientation, management, customer relationship management, and electronic services. And the quality of traditional services are placed in the next category.

Keywords: providing new services, job satisfaction, service orientation, customer relationship management, electronic services

Introduction

Many service institutions have entered into the implementation of human resource planning with the aim of improving customer service and thus have improved their services to some extent (Grant [1] and Anderson, 2002, 31). These benefits are achieved by improving the quality of service. Investing in customer orientation and customer services enables an organization to make better use of its investment in human resource planning. Customer-oriented business strategy and related technologies aim to facilitate direct interaction with customers. In order for an organization to realize its potential for developing new service processes and technologies, it must first determine its vision for customer service and the relationships it wants to strengthen, and then separate the implementation of the vision into small, manageable projects. The supply of services in accordance with the needs, wishes and values ??of customers is considered as an integral part of the process of providing services to customers, and attention to the issue of quality in providing services can guarantee the long-term relationship of the organization with its customers and play an important role in achieving customer loyalty (Alvani et al., 2018, 7). Orientation and service orientation are not possible in many organizations, which is mainly because they do not understand that customer relationship management requires re-engineering the business process at the company level in a cross-functional and customer-focused manner. Managing the successful implementation of customer relationship management requires an integrated and balanced approach in relation to technology, processes and people (Chen [2] and Popovich, 2003, 672). By reviewing the literature, many researches have been conducted. In the present research, the identification and ranking of factors affecting the success of providing new banking services to customers by the employees of South Kerman Agricultural Bank branches will be investigated, and job satisfaction, service quality, management, and customer relationship management will be analyzed as factors determining success along with other factors. In this chapter, first, the statement of the problem and the importance and necessity of the subject are described, and then the objectives, theoretical framework, research hypotheses, key terms and conceptual model are stated. And (Long Chong [3] et al., 268, 2010) Currently, the banking industry is changing rapidly and with the development of the international economy and market competition, banks have been affected by the growth of electronic services.Banks continue their path by providing electronic and internet banking to their customers. Electronic banking is one of the most common ways to conduct banking transactions. Electronic technologies have changed the way personal financial services are designed (Wang [4] and his colleagues, 2003, 502). Nowadays, most banks are facing a completely dynamic environment, and all banks, whether large or small, have placed the attraction and retention of business customers at the top of their plans due to the rapid changes in competitive situations and market conditions. On the other hand, customers have more opportunities to compare services, and the customer's judgment about the bank is based on the bank's ability to help solve problems and develop his business. Security, speed of transaction, friendliness with consumers and convenience, ease of use, trust and privacy issues are among the most important factors in choosing a bank by a customer (Serkan [5] et al., 213, 2004). The existence and survival of service organizations depends on its customers, so the provision of high quality services by employees who are in contact with customers leads to the inseparable superiority of organizations, because the services provided by employees reflect the image of the organization and customers' understanding of quality. affects services (Cheung [6] and Veto, 259, 2010). Banks can achieve a competitive advantage by sharing information, common characteristics, employee commitment to service quality, customer orientation, and service orientation. They want (Chionguto, 2010, 259). Today, people's need for banking services is increasing more than ever, and people expect more and high-quality services from these organizations. Therefore, maintaining existing customers and attracting new customers requires efficient and effective employees in all aspects of the organization, with an emphasis on management. Today, employees play an important role in realizing the goals of organizations, especially providing new services. Research has shown that the quality of organizations' services is influenced by employees, especially employees who are effective on the customer and those who are in direct contact with the customer (Cheung Veto, 2010, 260). With the introduction of the role and importance of employee outputs in organizations, especially service organizations, extensive research has been conducted on such outputs and factors affecting them (Koshki and Gholami, 2014, 1). Past research shows that organizations need to have superior external service quality. Employees who are committed to the goals and visions of the company and have customer-oriented behaviors and also provide appropriate services (Amiri et al., 2017)

Researchers have considered the performance of employees of service organizations as one of the important factors that affect the services offered to customers of service organizations. The customer orientation of service employees is often considered as one of the main factors determining the success of service organizations (Mirvisi, 1388, 11) because the existence of efficient and committed human resources to perform tasks and provide services will bring more positive results for the organization (Abdolmulki and Mirzamohammadi, 2017, 2017). increase among the people, but it seems that the real place of providing new services and understanding the acceptance and desirability of these services by customers is still a long way away. What is considered as a research problem in this project is "investigating the factors affecting the success of providing new services to customers by employees and prioritizing the key success factors[8] (CSFs) in providing new services in South Kerman Agricultural Bank branches. The foundation of every move in the organization should be made with a detailed understanding of the current situation. take Because it will not be possible to prescribe the correct and effective management prescription to improve the organization without having a picture of the weaknesses and strengths of the current situation of the organization. In order to determine the research needs of an organization in order to achieve organizational visions (increasing productivity, customer satisfaction, achieving the organizational mission, etc.), it is very important to know the current situation of the organization and determine the organizational axes that should be included in the research priorities.