Identification and Analysis of Factors Effecting the Implementation of Universal Banking Based on Fuzzy Cognitive Map (in Persian)

This study aims to determine the factors affecting the Implementation of Universal Banking. For this purpose, 50 factors were identified through the study of literature and interviews with experts and managers of the banking industry who had experienced in Universal banking implementation. These factors were classified into six categories: customer, infrastructure, process, structure, human resources, and regulations. Then, fuzzy cognitive mapping was used to identify the axial factors of the model. The results showed that providing products tailored to customerschr('39') needs is more focused than other factors. Then, an interpretive structural modeling approach was used to design the model. The results showed that infrastructure factors as the base level had a significant effect on other factors. In addition, factors of compliance with laws and regulations, manpower and structure at the second level, and process factors at the third level and the factors associated with the customer were at the last level. The analysis of MICMAC also showed that infrastructure factors are independent variables and affect other variables but have little dependence on the system. Customer-related factors and process improvement are included in the category of dependent variables. These variables have little influence but are highly dependent on other variables.