Identifying and ranking the effective factors on customer values : A FAHP approach towards Sepah Bank, Iran

Purpose – The purpose of this study is to identify and rank the effective factors on customer values from the perspective of banking customers. Design/methodology/approach – This study is a practical and descriptive survey. In order to rank the factors affecting customer values, a fuzzy analytical hierarchical process has been used. The data were gathered through Delphi method and questionnaires. Findings – The results of this study indicate that the factors affecting customer values include costs, relational benefits, brand perceptions, and services quality. These factors influence customer values, respectively. The results also indicate that financial costs among costs, operational benefit among relational benefits, trust in employee behavior in customer brand perceptions, and finally confidence in service quality dimensions have the highest priority. Research limitations/implications – The proposed model and research findings will greatly help researchers and practitioners understand the factors influencing customer value using a fuzzy analytic hierarchy process (FAHP) in the banking industry. Originality/value – In this study, for the first time, factors influencing customer value are studied by using a FAHP in the banking industry. The use of this method in this study has a certain authenticity.