Identifying Students’ Needs and Expectations from the Banking System by Integrating Kano's Model and Fuzzy QFD (A Case Study: Keshavarzi Bank of Iran) Mohammadi Alia, Lo Moslem Alimohammadb, Shafiee Hajarc aAssociate Prof, Management Department Shiraz University, Shiraz, Iran bAssistant Prof, Management Department Shiraz University, Shiraz, Iran cMaster of Art (MA), Industrial Management, Shiraz University, Shiraz, Iran Online published on 9 October, 2014. Abstract In today's competitive word, an organization is stable that will be able to create value for customers more than others. Creating value for customers requires classifying customers, understanding their needs and responding to these needs appropriately. As more competitive atmosphere among banks in Iran, this issue has gained more attention among them than before. This study presents a model for identifying the banking needs of students as a group of Keshavarzi bank customers and designing strategies for responding to these needs. In the first step, banking needs of 382 students of Shiraz universities were identified by using Kano's model. And indicator "student special account", "using promotional tools by banks for application of e-banking" and "variety of banking services" were identified as the most important banking needs of students. In the second step, some strategies were designed for responding to banking needs of students by using fuzzy QFD And "Offering bank card (debit card) with special design for students", "Offering bank accounts with special interest and services for student"," Increasing the number of ATM machines and bank branches in campus were identified as the best strategy. This study has a theoretical value because of combining the Kano model and QFD in fuzzy space. It has practical value as well because of operational and administrative aspects. Top Keywords The Banking Needs of Students, Kano's Model, QFD, Fuzzy Logic. Top |