Identifying and ranking the factors affecting customer rage in banks using gray scales

The aim of the current research is to "identify and rank the factors affecting customers' anger towards banks". The research method used is the mixed research method. The current research is an exploratory research (qualitative-quantitative) and it is practical from the point of view of the goal. Delphi technique has been used to extract the conceptual model of the research in the qualitative part. The statistical population in this section was 12 experts (university professors and bank specialist managers) in Ilam city. After going through two stages, seven criteria were extracted as influencing factors on customer anger. In the quantitative part, for the ranking of Bank Melli branches based on the criteria derived from the Delphi technique, the Aras Gray technique and the opinions of three experts have been used. The results show that Bank Melli Central branch has the most signs of customer anger and branch number 7 has the least customer anger. Considering that the biggest cause of customer anger is the inappropriate quality of the result, improvement in this field can significantly reduce customer anger.