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Identifying and Prioritizing Effective Factors on Price Satisfaction in Banking Services using Fuzzy AHP

Author Affiliations

  • 1Faculty of Management, University of Tehran, IRAN

Res. J. Recent Sci., Volume 3, Issue (3), Pages 33-39, March,2 (2014)


An important essential way to establish a sustainable competitive position is to identify effective factors on sustainable competitive advantage. Organizations recently need tools including customers’ price satisfaction for their decisions in order to sustain their economic life in a highly competitive environment. The main purpose of identifying price satisfaction is for better recognition of price in favor of goods and services which organization receives against competitors and as a result access to better results in business. Therefore, the main objective of this study is to identify key factors of price satisfaction in banking services of Refah Bank; thus, the authors identified six different groups of effective factors on price satisfaction based on which hierarchical structure was first extracted and then analyzed by fuzzy AHP. Based on findings obtained from model, price quality rate has the most weight compared to effective factors on price satisfaction. In the third level of the model, factors were identified from the most to the least important ones in Refah Bank. Accordingly, the sub-criteria of price-quality ratio, ‘there is a good combination of prices for high-quality services’ is of great importance.


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