Taken defensiv strategy of prioritizing the capacity of banks to earn fee income from providing services using analytic hierarchy process (Case Study: Bank Mellat

Due to major changes taken place in the banking system of Iran, Bank Mellat has faced new challenges: restructuring state sectors into private ones through privatization, an increase in their rivals, the intense competition to obtain more market share, bringing about more expenses and costs as to four bank deposits, etc., has led the bank to tends to increase the commission (the income from services’ commission). In this paper, the researcher has collected the required information through interviews with experts as well as scientific and library studies.the purpose of this study is Taken defensiv strategy of prioritizing the capacity of banks to earn fee income from providing services using analytic hierarchy process. The analytic hierarchy process (AHP) is a structured technique for dealing with complex decisions that was developed by Thomas L. Saaty in the 1980 year. It provides a comprehensive and rational framework for structuring a decision problem, for representing and quantifying its elements, for relating those elements to overall goals, and for evaluating alternative solutions. The base of this model is comparing variables by pair wise by Matrix relationship. In this way, pair wise of the effective variables on the prioritizing the capacity of banks were considered and based on relative weights the output was extent. In the present research, combination of Indexing system Method with Analytical Hierarchy Process has been applied to assess the prioritizing the capacity of banks. By this process. The findings of the research show that the issue of fees based on the separation of non-shared with 0/179 point and Trying to customer satisfaction with 0/117 point are located in first and second rank

Keyword: defensiv strategy, analytic hierarchy process, Bank Mellat