Evaluating retail banking quality service and convenience with MCDA techniques: a case study at the bank branch level
AbstractThe intangibility of banking services makes the evaluation of service quality and customer convenience difficult to measure. Bankers obviously recognize the importance of intangible factors, but because of pressures placed on operating margins caused by the current economic climate and chronically low margins, the evaluation of factors related to quality service becomes paramount for bank managers. Bankers, by necessity, seek to promote improvement initiatives, which will assist banks in improving their perceived costumer portfolio quality. This paper aims to construct an integrated evaluation system for retail banking service quality and convenience at the bank branch level. By combining cognitive mapping with measuring attractiveness by a categorical based evaluation technique, we strive to introduce transparency in the decision making process and add to the performance literature in retail banking. Strengths, weaknesses and practical applications of our multiple criteria evaluation system are also discussed.
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Bibliographic InfoPaper provided by Banco de Portugal, Economics and Research Department in its series Working Papers with number w201131.
Date of creation: 2011
Date of revision:
Find related papers by JEL classification:
- C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
- G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
- L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance
- M10 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration - - - General
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