Banks have today become the world's main economic development and trade exchanges. So that, without efficient and up to date banks is virtually impossible to achieve economic prosperity. Bank is an undeniable economic infrastructure and in these circumstances, the bank is also ending the competition, they are forced to develop new methods of banking. Given the current business environment, it is likely that market segmentation to be considered a key strategic issue for service providers. In more developed economies, the importance of market segmentation has been well documented in the financial services sector. When the competition is fierce in the banking market, financial services organizations is largely adopt a strategy based on segmentation complex shapes. The main objective of this study was to investigate the role of market segmentation criteria on the identification and prioritization of banks target markets. Applied research method, is descriptive and correlation research; which field research and library studies were used for data collection. Given that, the population in this study was a sampling from all branches of Refah Bank in Zanjan city, data and information collected from them conducted through questionnaires and were tested using statistical software Spss18. To assess the presence or absence of the relationship between variables and segmentation, Correlation test was used. Thus, the priority of each of these factors from the perspective Bank customers was obtained by the Friedman test. Also, using the correlation test, relationship between psychological variables and behavior of the customers were calculated and investigated with the main factors of bank market.Our results indicate that the "human" factor have more important and the "incentives" have less importance in preferred standards of banking services from the perspective of bank customers in Zanjan city, also it has been demonstrated that there is a significant relationship between psychological and behavioral variables of customers with selection criteria, banking services by customers.
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