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Customer satisfaction fuzzy cognitive map in banking industry

Reza Nasserzadeh, SM; Hamed Jafarzadeh, M; Mansouri, T; Sohrabi, B

Authors

SM Reza Nasserzadeh

M Hamed Jafarzadeh

B Sohrabi



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.

Citation

Reza Nasserzadeh, S., Hamed Jafarzadeh, M., Mansouri, T., & Sohrabi, B. (2008, June). Customer satisfaction fuzzy cognitive map in banking industry. Presented at 10th IBIMA Conference, Kuala Lumpur, Malaysia

Presentation Conference Type Other
Conference Name 10th IBIMA Conference
Conference Location Kuala Lumpur, Malaysia
Start Date Jun 30, 2008
End Date Jul 2, 2008
Publication Date Jul 2, 2008
Deposit Date Jun 9, 2021
Journal Innovation and Knowledge Management in Business Globalization : Theory and Practice - Proceedings of the 10th International Business Information Management Association Conference
Pages 444-455
Book Title Innovation and Knowledge Management in Business Globalization : Theory and Practice - Proceedings of the 10th International Business Information Management Association Conference
ISBN 9780975339398
Publisher URL https://ibima.org/conference/10th-ibima-conference/#ffs-tabbed-11
Related Public URLs https://ibima.org/
Additional Information Event Type : Conference