Determination of Critical Factors Influencing Customer Satisfaction: A Case Study on a Financial Institute

 Customer and Customer satisfaction is one of the key factors for organization survival and competitiveness. In this regard, managers should be aware of the key parameters to increase customer satisfaction in their organizations.This paper consists of a literature review of customer satisfaction and develops a quantitative method for determination of critical factors for customer satisfaction.The developed method has been used and tested in an Iranian financial institute. Based on the literature review, a questionnaire has been developed and filled out by a randomly selected sample of customers, and another questionnaire has been developed and filled out by managers at different levels. Collected data are analyzed using SPSS and the results are discussed and reported.This paper also takes an approach to identify critical factors in customer satisfaction with a quantitative criteria ( ) of customer satisfaction based on their opinion about each factor status ( ) and its preference ( ). Such approach has been taken in all branches of mentioned institute and the results of customers' satisfaction and also critical factors have been analyzed. By proposed approach, the manager of the organization can make proper decisions according the results of critical factors in Customer satisfaction or rank them for planning to improve each factor and finally it can lead to higher customer satisfaction.