Monitoring and Improving Greek Banking Services Using Bayesian Networks: an Analysis of Mystery Shopping Data
AbstractMystery shopping is a well known marketing technique used by companies and marketing analysts to measure quality of service, and gather information about products and services. In this article, we analyse data from mystery shopping surveys via Bayesian networks in order to examine and evaluate the quality of service offered by the loan departments of Greek banks. We use mystery shopping visits to collect information about loan products and services and, by this way, evaluate the customer satisfaction and plan improvement strategies that will assist Banks to reach their internal standards. Bayesian Networks not only provide a pictorial representation of the dependence structure between the characteristics of interest but also allow to evaluate, interpret and understand the effects of possible improvement strategies.
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Bibliographic InfoPaper provided by University of Pavia, Department of Economics and Quantitative Methods in its series Quaderni di Dipartimento with number 160.
Length: 24 pages
Date of creation: Jan 2012
Date of revision:
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Bayesian networks; Customer satisfaction; Mystery shopping; Service quality improvement.;
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- Silvia SALINI & Ron S. KENETT, 2007.
"Bayesian networks of customer satisfaction survey data,"
Departmental Working Papers
2007-33, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
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- John Mylonakis, 2009. "Customer Relationship Management Functions: A Survey of Greek Bank Customer Satisfaction Perceptions," The IUP Journal of Bank Management, IUP Publications, vol. 0(2), pages 7-31, May.
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