Customer satisfaction fuzzy cognitive map in banking industry

Reza Nasserzadeh, SM, Hamed Jafarzadeh, M, Mansouri, T ORCID: https://orcid.org/0000-0003-1539-5546 and Sohrabi, B 2008, Customer satisfaction fuzzy cognitive map in banking industry , in: 10th IBIMA Conference, 30th June-2nd July 2008, Kuala Lumpur, Malaysia.

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Abstract

Customer satisfaction is one of the key factors in modern marketing and customers' behavior analysis. Banking industry is one of the numerous services in which the customer satisfaction has had an ever increasing importance in the corresponding research areas. The problem here is the complexity of dealing with customer satisfaction due to superabundant factors engaged in it. In this paper the applications of Fuzzy Cognitive Maps (FCM's), as a decision making tool, in banking industry, a very vital part of a country's economy, have been discussed. The objective is to simulate and represent the factors affecting customer satisfaction with bank's services which is considered both a tool and a need in today's competitive society. The resulting Customer Satisfaction Fuzzy Cognitive Map from Mellat Bank's workers' opinions gives a clear perception of factors affecting customer satisfaction and their relations which help decisionmakers analyze and come to their related decisions.

Item Type: Conference or Workshop Item (Paper)
Schools: Schools > School of Computing, Science and Engineering > Salford Innovation Research Centre
Journal or Publication Title: Innovation and Knowledge Management in Business Globalization : Theory and Practice - Proceedings of the 10th International Business Information Management Association Conference
Publisher: International Business Information Management Association
ISBN: 9780975339398
Related URLs:
Depositing User: T Mansouri
Date Deposited: 09 Jun 2021 10:09
Last Modified: 09 Jun 2021 10:09
URI: http://usir.salford.ac.uk/id/eprint/60895

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