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A Multiple Criteria Framework to Evaluate Bank Branch Potential Attractiveness

Author

Listed:
  • Fernando A. F. Ferreira
  • Ronald W. Spahr
  • Sérgio P. Santos
  • Paulo M.M. Rodrigues

Abstract

Remarkable progress has occurred over the years in the performance evaluation of bank branches. Even though financial measures are usually considered the most important in assessing branch viability, we posit that insufficient attention has been given to other factors that affect the branches’ potential profitability and attractiveness. Based on the integrated used of cognitive maps and MCDA techniques, we propose a framework that adds value to the way that potential attractiveness criteria to assess bank branches are selected and to the way that the trade-offs between those criteria are obtained. This framework is the result of a process involving several directors from the five largest banks operating in Portugal, and follows a constructivist approach. Our findings suggest that the use of cognitive maps systematically identifies previously omitted criteria that may assess potential attractiveness. The use of MCDA techniques may clarify and add transparency to the way trade-offs are dealt with. Advantages and disadvantages of the proposed framework are also discussed.

Suggested Citation

  • Fernando A. F. Ferreira & Ronald W. Spahr & Sérgio P. Santos & Paulo M.M. Rodrigues, 2010. "A Multiple Criteria Framework to Evaluate Bank Branch Potential Attractiveness," Working Papers w201010, Banco de Portugal, Economics and Research Department.
  • Handle: RePEc:ptu:wpaper:w201010
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    File URL: https://www.bportugal.pt/sites/default/files/anexos/papers/wp201010.pdf
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    References listed on IDEAS

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    1. Barros, Carlos Pestana & Ferreira, Candida & Williams, Jonathan, 2007. "Analysing the determinants of performance of best and worst European banks: A mixed logit approach," Journal of Banking & Finance, Elsevier, vol. 31(7), pages 2189-2203, July.
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    Cited by:

    1. Ferreira, Fernando A.F. & Jalali, Marjan S. & Ferreira, João J.M., 2016. "Integrating qualitative comparative analysis (QCA) and fuzzy cognitive maps (FCM) to enhance the selection of independent variables," Journal of Business Research, Elsevier, vol. 69(4), pages 1471-1478.
    2. Fernando A. F. Ferreira & Marjan S. Jalali & Paulo Bento & Carla S. E. Marques & João J. M. Ferreira, 2017. "Enhancing individual entrepreneurial orientation measurement using a metacognitive decision making-based framework," International Entrepreneurship and Management Journal, Springer, vol. 13(2), pages 327-346, June.
    3. Ferreira, Fernando A.F. & Marques, Carla S.E. & Bento, Paulo & Ferreira, João J.M. & Jalali, Marjan S., 2015. "Operationalizing and measuring individual entrepreneurial orientation using cognitive mapping and MCDA techniques," Journal of Business Research, Elsevier, vol. 68(12), pages 2691-2702.
    4. Fernando A. F. Ferreira & Marjan S. Jalali & João J. M. Ferreira & Jelena Stankevičienė & Carla S. E. Marques, 2016. "Understanding the dynamics behind bank branch service quality in Portugal: pursuing a holistic view using fuzzy cognitive mapping," Service Business, Springer;Pan-Pacific Business Association, vol. 10(3), pages 469-487, September.
    5. Marjan S. Jalali & Fernando A. F. Ferreira & João J. M. Ferreira & Ieva Meidutė-Kavaliauskienė, 2016. "Integrating Metacognitive and Psychometric Decision-Making Approaches for Bank Customer Loyalty Measurement," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 15(04), pages 815-837, July.

    More about this item

    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; Personnel Economics - - Business Administration - - - General

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