A model for evaluation of customer satisfaction with banking service quality in an uncertain environment

Abstract

The aim of this study was to propose a fuzzy decision-making model to evaluate customer satisfaction level which has a critical effect on the bank’s competitive advantage and its business. Value of customer satisfaction level can be determined by respecting all the factor values which are presented in this paper. The relative importance of indicators and their values are imprecise and uncertain variables which are modelled by using the fuzzy set theory. Relative importance of indicators under each identified customer satisfaction factor is stated by analogy to fuzzy analytic hierarchy process framework. Determining indicator values is stated as fuzzy group decision-making problem. The aggregated values of indicators are determined by using the fuzzy ordered weighted averaging operator. The overall index of customer satisfaction is determined by considering aggregated values of customer satisfaction factors. The level of customer satisfaction, which is closely linked with the quality of banking services, is determined by using fuzzy logic if–then rules. A case study with real-life data obtained from 22 enterprises is presented to verify the proposed method. It is shown that the proposed fuzzy model is a useful and effective assessment tool.

Keywords:

• customer satisfaction level
• fuzzy analytic hierarchy process (FAHP)
• fuzzy logic
• fuzzy sets

ORCID

Danijela Tadic http://orcid.org/0000-0003-2236-967X

Aleksandar Aleksic http://orcid.org/0000-0002-7990-9123