Title:
Customer Satisfaction
Fuzzy
Cognitive Map in Banking Industry
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
decision-makers
analyze and come to their related decisions
Authors: S. M. Reza Nasserzadeh , M. Hamed
Jafarzadeh,
Taha Mansouri and Babak Sohrabi