摘要：This paper is aimed at investigating the important factors in the preferences of bank selection among students of Yazd University- Iran, we have used KANO-Analytic Hierarchy Process model to develop a conceptual framework. Factors commonly used in the bank selection preferences have been classified based upon Kanos three quality dimensions dedicated to products and services. Considering the conceptual frame of Marketing Mix, the Analytical Hierarchy Process technique has been used to rank effective factors on bank selection decision. The results of this research can be useful for the bank managers in Iran to find out their strengths and weaknesses points of the bank in order to attract more customers.
关键词：Preferences;conceptual framework;customers;bank selection factors;customer preferences;decision making;marketing system
