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Advisor(s)
Abstract(s)
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.
Description
Keywords
Bank branch Cognitive mapping Multiple criteria decision analysis Performance evaluation Retail banking Service quality and convenience
Citation
Ferreira, F. A. F., Santos, S. P., Rodrigues, P. M. M., & Spahr, R. W. (2014). Evaluating retail banking service quality and convenience with MCDA techniques: a case study at the bank branch level. Journal of Business Economics & Management, 15(1), 1–21. doi: 10.3846/16111699.2012.673504