Network Analysis of Critical Factors Affecting Customers’ Deposits

Abstract

Banks are secure and suitable places for saving and investing people’s financial assets. Banks provide different types of services in line with people’s needs and settle their financial relations based on customers’ benefit. On the other hand, banks finance different projects which are a must for a dynamic and permanent economic process. So the banks need to absorb the people’s deposits while identifying the different factors affecting customers’ deposits. The purpose of this research is to identify and rank the effective factors on the rising tendency of customers toward depositing based on the ten recognized indices of Melli banks in Sistan and Baluchestan. The population of the study included the bank managers across different branches out of whom 18 managers were selected as the research sample. The data were analyzed using Super Decision software. The findings reveal that human communication factors have the most influential effect on the absorption and maintenance of bank deposits leading to the improvement of bank financial resources.

Keywords

• absorbing deposits
• financial factors
• human factors
• services factors
• physical factors
• anp