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Integrating Metacognitive and Psychometric Decision-Making Approaches for Bank Customer Loyalty Measurement

Listed author(s):
  • Marjan S. Jalali


    (ISCTE Business School, BRU-IUL, University Institute of Lisbon, Avenida das Forças Armadas, 1649-026 Lisbon, Portugal)

  • Fernando A. F. Ferreira

    (ISCTE Business School, BRU-IUL, University Institute of Lisbon, Avenida das Forças Armadas, 1649-026 Lisbon, Portugal2Fogelman College of Business and Economics, University of Memphis, Memphis, TN, 38152-3120, USA)

  • João J. M. Ferreira

    (Department of Business and Economics, University of Beira Interior, Estrada do Sineiro, 6200-209 Covilhã, Portugal4NECE Research Unit, Portugal)

  • Ieva Meidutė-Kavaliauskienė

    (Faculty of Business Management, Vilnius Gediminas Technical University, Saulėtekio al. 11, LT-10223 Vilnius, Lithuania6BRU-IUL, University Institute of Lisbon, Avenida das Forças Armadas, 1649-026 Lisbon, Portugal)

Greater competition and the aftermath of the financial crisis have meant that banks are increasingly focused on improving service quality and achieving higher levels of customer loyalty. Doing so requires being able to identify, understand and measure the determinants of such loyalty, however; and given the variety of multi-faceted factors involved, and the interrelationships among them, this is a complex undertaking. This paper proposes and tests an integrated application of cognitive mapping and multiple criteria decision analysis (MCDA), thus combining metacognitive and psychometric decision-making approaches, to create a framework for the assessment of bank customer loyalty, which identifies its determinants and allows the trade-offs among them to be calculated. Practical advantages and limitations of our proposal are also discussed.

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Article provided by World Scientific Publishing Co. Pte. Ltd. in its journal International Journal of Information Technology & Decision Making.

Volume (Year): 15 (2016)
Issue (Month): 04 (July)
Pages: 815-837

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Handle: RePEc:wsi:ijitdm:v:15:y:2016:i:04:n:s0219622015500236
DOI: 10.1142/S0219622015500236
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