عنوان مقاله [English]
نویسندگان [English]چکیده [English]
The banking sector is becoming increasingly competitive throughout the world. This is particularly true in the area of small-medium business banking. Further, the core and actual products being offered to bank customers could be considered reasonably homogenous. Consequently, there is an increased need for banks to differentiate themselves from their competitors. One way to achieve this goal is to develop longer-term relationships with their key customers. Probably, the most important component of such successful relationships is development of trust. In this applied survey research, 304 key customers of Karafarin Bank completed a questionnaire to identify factors that are most effective in developing their trust. Applying an explorative factor analysis method, the collected data were analyzed and 10 most important such factors were identified. These factors include: useful consultations; employees, as bank surrogates; complementary services; bank image in customers’ minds; readiness to respond to the customers; technologies and processes; customers’ past experiences; good relationships with the customers; service flexibility and complaints handling systems.