Document Type : Original Article
Authors
1 PhD student of Marketing Management, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 Assistant Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Abstract
Financial development in banks, as the most important pillar of Iran's financing system, requires identifying business opportunities and facilitating the exchange of goods and services through diversification of financing methods and focusing on improving the effectiveness of the resource allocation system with the aim of attracting Customer satisfaction.
Achieving these goals requires the use of integrated management systems that simultaneously focus on financial, marketing and decision-making issues. Credit solutions such as inland letters of credit are especially important in the field of indirect provision of funds needed for those active in industrial markets, which are referred to industrial customers.
In this research, based on the grounded theory methods and the multi-criteria decision-making combined approach, the criteria for segmenting industrial customers applying for inland letters of credit and the internal and external factors affecting the development of services to this group of customers were prioritized. The findings of the research show that if the bank focuses on eliminating the weaknesses in the system in order to take advantage of significant environmental opportunities in the business environment of customers, it will have a smoother path for financial development and the realization of its financial goals and policies.
Keywords
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