Identifying the hidden demand of customers for all types of Bank Tejarat services (especially electronic services) and providing the appropriate model for it

Dissertation for receiving Master's Degree (M.A)

Business Management - Marketing Orientation

Abstract:

Customer is one of the important elements that managers of any organization care about. Now, organizations can have a competitive advantage in marketing, especially in marketing, if they can recognize the needs of customers before their request. that these demands are introduced in the form of hidden demands. The main goal of this research is to provide a model to identify the hidden demand of customers of all types of services of Tejarat Bank. The statistical community of this research is made up of 20 banking experts and the research sample is 319 bank employees. In this research, in order to analyze data, confirmatory factor analysis method in the form of AMOS software and fuzzy Delphi analysis was used. In the Delphi section, the relevant variables were identified and using confirmatory factor analysis, these variables were presented in the form of a comprehensive model. In this research, the factors of electronic banking, employee relations, service quality and perceived usefulness were identified, and after examining the relationships between these variables, it was determined that there is a significant relationship between these variables and the hidden demand of customers.

Key words:

hidden demand, commercial bank, structural equation modeling, fuzzy Delphi

Chapter 1

Overview of the research

Introduction

The customer is one of the important elements that managers of any organization care about. Now, organizations can have a competitive advantage in marketing matters, especially in marketing, if they can recognize the needs of customers before their request. that these demands are introduced in the form of hidden demands. In this chapter of the research, a general review of the research plan in the form of statement of the problem, objectives, research questions and hypotheses and the method used in this research is discussed.

Statement of the problem

In recent years, the global business arena has become highly competitive and the nature of customer demand has changed and become very complicated. In addition, customers have started to demand different types of products in short periods of time. In this situation, the new organizations found that it is very difficult to meet such demands; On the other hand, globalization has created a platform for increasing competition between various organizations in free markets (Vinod et al. [1], 2008). Also, in recent years, the participation of customers in the design of new products and services is considered as a very important factor for the success of companies (Esvensen et al. [2], 2011). Quality assurance is important to customers; Answering these questions, what are the real demands and needs of customers; How do customers find motivation to buy and what makes customers satisfied; It requires marketing research methods. Paying attention to customer satisfaction and meeting his needs becomes more important day by day (Zou et al. [3], 2009).

In today's changing and developing world, services dominate the economic landscape, economic systems after the industrial era, and it is considered as one of the sectors that has a fast growth among newly emerging countries and accounts for 20% of employment and a significant share of the gross national product (Francisco and Reinert [4], 1996).  Along with the significant growth of the service sector in the field of contemporary business, it is expected that the importance of service management will also increase (Bates [5] et al., 2003). In the service sector, banks are one of the fastest growing and highly competitive industries. In an effort to break prices and competitive advantage in the market, banks have adopted serious measures to improve their performance against competitors. The two basic steps that postal banks have taken in recent years are (Wickramasinghe[6], 2008):

Trying to become market-oriented organizations in order to achieve sustainable competitive advantages and long-term performance

Trying to improve and improve service quality by providing more innovative services.

Both service marketing and new service development have received intense attention from researchers in recent years, so the application of this The concepts in the banking industry are not so surprising (Parasuraman [7] et al., 1985).  Therefore, identifying customer needs and turning them into design features of products and services is vital to remain competitive in the market (Tontini [8], 2003).On the other hand, the social life and the dense society of humans require that the various needs of each person be met by referring to other human groups. These needs are divided into several parts such as food, clothing, housing, cultural, educational, medical, communication and other human needs. In this interaction, each person refers to the organizations and institutions that supply it to meet their needs in the role of a customer. On the other hand, many social organizations are also formed in order to meet human needs, and while performing this task, they seek to earn suitable profit for themselves and in this direction, they try to make people refer to that organization repeatedly. It seems that the closest path to the target point for the organization, as well as the most favorable method for the customers, is to satisfy the needs and expectations of the customers. Customers who base their interactions with any organization on their material and spiritual interests, and in the meantime, many people pay a higher price to gain respect and value maintaining their dignity in a higher position in the process of meeting the needs of life.  Today, the transformations of the world due to technology and information technology, the Internet and, as a result, e-government and e-commerce, which in turn are derived from information technology, have created a profound transformation in communication and the process of information transmission. These conditions have created a basis for facilitating business and buying and selling, which has led to increased competition between organizations. Banks, as institutions that operate in various monetary and financial fields, are not exempted from this and face various obstacles and threats in carrying out their affairs, which in order to overcome them and achieve potential market opportunities, they must have competitive advantages, including the provision of internet banking services. Today, most banks are facing a completely dynamic environment, and all banks, whether large or small, have put the attraction and retention of business customers at the top of their plans due to the sudden changes in competitive situations and market conditions (Amad and Jafarpour, 2018). In our country, doing things quickly and not wasting time is considered as the most important element of success in the competition of banks, and customers, as the main determinant of this competition, place great value on technology and speed, and in the next degree, the technical expertise of banks. In modern banking, it is necessary to describe bank services, especially electronic banking services, and customers have the right to know the services of banks through public media. Therefore, in order to be efficient, banks need to obtain sufficient information from the customer, understand their interests and desires, and develop relationships with them. Banks can improve the profitability and satisfaction of their customers by identifying the needs of customers that have not been taken care of so far. It can be said that very little research has been done in relation to identifying the hidden needs and actually identifying and ranking the hidden demand of banking customers. In this research, we aim to identify these factors. In fact, the main question of the research is, what factors affect the hidden demand of customers of different types of services of Tejarat Bank (especially electronic banking services)? For this reason, efforts are being made to conduct this research in different branches of Bank Tejarat in Tehran province. This bank has branches in all districts and regions of Tehran province, which are distributed in five sectors, north, south, east, west and center.

Importance and necessity of research

Nowadays, customers are defined as one of the main elements in the environment of organizations. These customers have the role of blood supply in the organizational system by transferring liquidity from the environment to organizations (Cronin [9], 2001). Therefore, the need to pay attention to the needs of customers is one of the most important tasks of different organizations. Meanwhile, one of the issues and challenges raised in the field of customer demand is related to the demands that customers feel in themselves, and the organization has not yet adequately responded to these customer needs (Dal [10], 1999). In fact, in some cases, customers have a demand, but since none of the companies have paid attention to that demand, this demand has remained latent and hidden, but as soon as a company presents a product to answer this demand, we see that with a very small advertising cost, customers show interest in purchasing that product.