Factors Affecting Customers' Preferences in Selecting a Bank to Issue Foreign Documentary Letter of Credit
Shahla Sohrabi, Saeideh Rahimi
The purpose of this research is to determine the factors affecting the preferences of customers in selecting a bank to issue foreign documentary letter of credit. This research is applied in terms of purpose, which employed a survey due to its nature and method of data collection. The statistical population of this research is all the customers of government-owned and non-government-owned banks in Tehran who were experienced to issue at least one foreign documentary letter of credit. Using the Cochran formula, 384 people has been selected as samples. Data analysis has been done through a multi-criteria decision-making method using Expert Choice 11 software. The results indicate that financial facilities have the highest priority among the factors affecting the preferences of customers in selecting a bank to issue foreign documentary letter of credit. In addition, the technology factors, behavioral factors, and physical factors are placed after financial facilities, respectively. According to the weighting of the sub criteria of customer preferences in selecting a bank to issue foreign documentary letter of credit, the sub criteria of the type and amount of collateral had the highest weight.