Identification of the indicators of the life cycle management model for the development of banking servicesCase Study: Parsian Bank))

This research was conducted using the method of thematic analysis and interviews with 10 experts from the banking sector. The results of the categorization of the topics identified during the coding phases into the four phases of the product life cycle in the model for the management of the life cycle of banking services showed that distinct facilities, service quality and human resources management are the basic themes of the indicators in the introduction phase, communication with customers and increases in marketing activities are the basic themes of growth stage indicators ,structural changes, customer retention, new services and internal audit are the basic themes of maturity stage indicators, and the granting of inappropriate facilities, ineffective communication with government and inaccurate estimates are one of the basic themes of indicators for the decline stage. In the quantitative part of the research, the analytic hierarchy process of AHP was used to prioritize the categories of the LCM model. The Expert Choice software is used by performing bidirectional comparisons between decision elements. According to the experts, the quality of services is the most important indicator in the introduction phase and the increases in marketing activities is the most important indicator in the growth phase and structural changes are the most important indicator in the maturity phase and inaccurate estimates are the most important indicator in the decline phase. Then the qualitative results of the research were also tested quantitatively, using statistical tests such as the t-test one sample and the Friedman test.