EVALUATING RETAIL BANKING SERVICE QUALITY AND CONVENIENCE WITH MCDA TECHNIQUES: A CASE STUDY AT THE BANK BRANCH LEVEL-Reference-Cited by-同舟云学术

EVALUATING RETAIL BANKING SERVICE QUALITY AND CONVENIENCE WITH MCDA TECHNIQUES: A CASE STUDY AT THE BANK BRANCH LEVEL

Published:2014-03-04 Issue:1 Volume:15 Page:1-21
ISSN:1611-1699
Container-title:Journal of Business Economics and Management
language:
Short-container-title:

Author:

Ferreira Fernando A. F.¹,Santos Sérgio P.²,Rodrigues Paulo M. M.³,Spahr Ronald W.⁴

Affiliation:

1. School of Management and Technology, Polytechnic Institute of Santarém, Complexo Andaluz, Apartado 295, 2001-904 Santarém, Portugal

2. Faculty of Economics, University of Algarve, Campus de Gambelas, 8005-139 Faro, Portugal

3. Economics and Research Department, Banco de Portugal, Av. Almirante Reis 71, 1150-012 Lisboa, Portugal

4. Fogelman College of Business and Economics, University of Memphis, Memphis, TN 38152-3120, USA

Abstract

The intangibility of banking services makes the evaluation of service quality and customer convenience difficult to measure. This paper aims to construct an integrated evaluation system for retail banking service quality and convenience at the bank branch level by combining cognitive mapping with measuring attractiveness by a categorical based evaluation technique. We strive to introduce transparency in the decision making process and add to the performance literature in retail banking. Strengths, weaknesses and practical applications of our multiple criteria evaluation system are also discussed.

Publisher

Vilnius Gediminas Technical University

Subject

Economics and Econometrics,Business, Management and Accounting (miscellaneous)

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