Prioritizing Effective Mixed Elements of Services Marketing on Customer's Preference for Choosing a Bank among others Moghadam Hassan Mohammadzadeha, Bakhshaei Zohrehb aDepartment of Accounting, Payame Noor University, 19395-3697, Tehran, Iran bDepartment of management, Payame Noor University, 19395-3697, Tehran, Iran Online published on 20 February, 2014. Abstract Creating a sort of permanent relationship between services/products and a specific group of customers is the main goal of any organization. The essence of such relationship is a type of loyalty of the customer to the services/products of the organization. This loyalty is an outcome of a process of introducing the product/service to the customer, familiarization, preferring the product/service over other options, and finally choosing the service/product. When this process is implemented successfully, loyalty of the customer, success of the organization and failure of the competitors are guaranteed. The present study is an attempt to propose a multi-criteria decision making model for assessment and prioritization of the mixed elements of services marketing and their effects on the customer's preference for a specific bank. To this end, analytical hierarchical process (AHP) technique was used. The effective criteria were first identified and relative importance of them was determined. As the first step for finding the criteria, pertinent researches conducted in Iran and other countries were reviewed and based on the results, 7 main groups of criteria were identified. Then, using pair-wise comparison questionnaire and based on 9-point AHP scale, the criteria were compared pair-wise. Relative weight of the criteria and sub-criteria were obtained using AHP technique in Expert Choice. To this end, the main criteria – the mixed elements of marketing-were determined and given the definition of the mixed elements and consultation with the experts and results of literature review, the sub-criteria were determined for each criterion. The results showed the significant effect of several factors on choosing one bank over others. The mixed marketing factors were compared pair-wise. The data collected from the experts was analyzed in Expert Choice. Among the criteria, promotion was the most important criterion followed by employees, facilities and equipment, price, product, process, and distribution. Top Keywords Marketing mix, Services, Bank service marketing, Customer's preference, AHP. Top |