Document Type : Research Paper

Authors

• mahmud mohammadian
• fereshteh amin

Abstract

One of the main issues in the marketing context is relationship marketing relationship marketing refers to the developing long term mutual relationship with public and organizations and concerned groups and has base is creating desirable and effective relationship with customers in order to sustain customers. Relationship marketing aims for customer orientation and achieving customer satisfaction and loyalty to wards organization because customer the main source of organizational income and benefit. Organizational resources on the other hand force the organizations to priorities their customers in order to offer their service according to the priority of customer categorizes and achieve the maximum added value from developing relationship with customers. In this paper we refer to two conceptual models of prioritizing customers and the process of prioritizing customers which has applied in the governmental Iranian banks, using AHP technique.

Keywords

• Relationship marketing
• Customer oriented
• Ranking
• Customer Pyramid
• Banking Industry
• Analytical Hierarchy Process (AHP)