Identification and Ranking of Factors Affecting the Growth and Development of the Market Share of Refah Kargaran Bank

This research has been done to identify and rank factors affecting the growth and development of the market share of Refah Kargaran Bank. The current research is a mixed type of research in terms of its applied-developmental goal and terms of its implementation. The statistical population in the qualitative part of this research includes 50 managers of Refah Kargaran Bank branches in Fars and Bushehr provinces. A statistical sample consisting of 25 branch managers was selected using the snowball method. The statistical population in the quantitative section includes 600 middle-level employees and managers of Fars and Bushehr Refah Kargaran Bank, among whom 234 people were selected as a sample by simple random method. To analyze quantitative data in this research, descriptive and inferential statistics have been used. The findings of the theme analysis using the TOPSIS model showed that the use of customer relationship management policies (needs assessment, responsiveness, satisfaction, and loyalty) with a coefficient of 0.842 had the greatest impact on increasing the market share of Refah Bank, and the support and facilitation services of Refah Bank. Workers with a proximity coefficient of 0.444 are in the last place. The path analysis findings showed that the variables of attracting customers with a rate of 0.504 and electronic banking with a rate of 0.449 had the greatest impact on the development of the market share of Refah Kargaran Bank. According to the investigations carried out about the planning process to increase the productivity of the Refah Kargaran Bank in a competitive environment, weaknesses and threats have the highest coefficients of 9.41 and 8.36, and strengths and opportunities have the lowest coefficients of 7.13 and 6.54. Strategies have been presented in this regard.