Monitoring Key Success Factors in Comprehensive Banking Policy-Making: A Fuzzy Delphi Method (Case Study: Refah Bank)

This study was conducted with the aim of monitoring the key success factors in comprehensive banking Policy-making using the Delphi fuzzy approach. This research is a mixed research with an exploratory approach and in terms of methodology is a quantitative and qualitative research. In terms of research philosophy, it belongs to the category of inductive deductive research. The statistical population of the study is the senior and middle managers of the Refah Bank. Due to the number of members of the statistical population is limited and specific, 40 managers were selected as sample members using the principle of theoretical adequacy. Because this research is a mixed research with a quantitative and qualitative approach, both interview and questionnaire techniques were used. For validity and reliability tests in the qualitative section, theoretical validity and reliability methods were used within the coder and between the coders. As well, in the quantitative part, the content validity method was used for validity and reliability tests and the incompatibility rate method was used for reliability. Regarding how to analyze the research data, it should be noted that to analyze the qualitative data, the coding method and ATLAS.ti software, which is for analyzing the qualitative data extracted from the interview, were used. In the quantitative stage of the research, using Delphi Fuzzy method, the key factors of success in comprehensive banking policy-making were prioritized, in order to determine the most key success factors. The results show that integrating decision-making centers and preventing multicenterism, updating policies, determining the level of cooperation with businesses, paying attention to the personality and behavioral characteristics of policy makers, considering monetary and banking laws, and paying attention to the advantages and capabilities of the bank are the most important factors in comprehensive banking policy. In order to provide comprehensive services and respect to the dignity and position of the customer, it is recommended that banks formulate appropriate policies and strategies to improve the implementation of comprehensive banking.