evaluating and analyzing the factors affecting the implementation of Universal banking in the banking system

Banks, as one of the most important financial institutions, have an important role in the countrychr('39')s economy and always seek to provide products and services in accordance with the needs and desires of customers. Having the right banking approach and model can help provide services and products that meet the needs of customers. One of these approaches to achieve this goal is a universal banking model that requires special factors to be implemented in the country. This research has been conducted with the same purpose and in order to identify and analyze the factors affecting the implementation of universal banking in the banking system in the country. For this purpose, fifty factors were identified through the study of the subject literature and interviews with experts and managers of the banking industry who have experience in implementing universal banking and were examined using the Delphi approach. Factors were located in six general categories, customer; Infrastructure, process, structure, manpower and rules and regulations. Then, in order to identify the axial indicators, fuzzy cognitive map was used, the results of which showed that providing products tailored to customer needs has more focus than other factors. Finally, using Impornace-Performance Analysis(IPA) the factors were further analyzed and the results showed that fifteen factors require vital attention.