Identifying key variables in banking service and product under uncertainty

Setting an appropriate strategy for service and product development is one of the key success factors for service oriented organizations such as banks. On the other hand service and product development in banks is closely related to external environment changes for banks due to their role in economic ecosystem and dependence to environment. In this dynamic and unpredictable environment, banks are needed to explore key variables which have impact on service and product development in order to set strategy as much as robust to achieve competitive advantage. This paper aims to explore and identify key variables influencing service and product development in one of the Iranian banks. as a case study. After reviewing related literature, 28 variables were explored. By using fuzzy Delphi technique the number of variables reduced to 20 and relationship between variables was discovered with fuzzy DEMATEL method. Findings show that variables such as GDP, foreign investment, startups and fin-techs, US sanction, relation with European Union and e-banking security and quality, have more impact on other variables. The liquidity, central bank flexibility in acceptance new rules and technologies, e- commerce and bank resource have less impact than the others.