Document Type : Research Paper
The present article is a result of application research in the field of improvement of bank services by the use of QFD method. QFD is means which translates actual nees of customers to specifications of product services. The needs of customers are gathered by a modern and structured method in QFD. Considering the organizational resources and capabilities of organization the needs or demands are answered.
With regard to the title of article the use of QFD technique in assessing of physical specifications of band branches the main purpose is to determine of customers points of view as to values which are expected of the quality of physical aspects of the branches. Also in the article we have compared the amount of answering to customer needs and expectations in refah band to other branches. Also in the article we have compared the amount of answering to customer needs and expectations in refah bank to other competitors as well as to assess their points of view as to required technical obligations and to design a proper pattern for assessing of physical specifications of the branches.
Considering the importance of marketing and selecting of the physical aspects and specifications among them we have interviewed customer and in order to determine their importance we have designed a questionnaire for customer based on the process of AHP. And we have assessed the technical specifications and obligations which will answer the needs by the help of expects and proficient in this field. Further we have determined the operation of band and its competitors in doing the desired needs of customers as well as their technical demands and obligations according to QFD technique in HOQ.
Finally we have presented the proper pattern acquired by the above matrix to assess the physical specifications for absolute branches of the Refah Bank.