The Application of Integration of Kano's Model, AHP Technique and QFD Matrix in Prioritizing the Bank's Substructions

The total aim of the present study is identifying and prioritizing the customers' needs through integration of Kano's model, AHP technique and QFD matrix. The participants of the study are those customers of 50 branches of Iran's banks who are using bank services. After the identification of mass model, 980 questionnaires were distributed among the clients using random sampling data collection. Also 10 sophisticated questionnaires were also used for AHP prioritization. In general, the methodology of the present study focuses on the integration of the stated three models. The first step was the identification of customers' principal needs using Kano's model. Then, these needs were prioritized using AHP technique and at the end, technical commitments were ranked through QFD matrix. Ranking of the commitments reveals that the basic requirements which should be dealt with by the organization are of the most importance to the customers. The secornd requirement will be the operational and the lowest rank is devoted to the motivational requirement. In the next step, QFD shows that how customers' need prioritize technical requirements. According to the result of the present study increasing the communication with clients is the most important technical requirement.