HA501 : Evaluation the institution's performance baxsed on the Customers Lifetime Value and the Net Promoter Score with the approach of the fuzzy multi-criteria technique (Case Study: Refah Bank branches)
Thesis > Central Library of Shahrood University > Industrial Engineering & Management > MSc > 2024
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Abstarct: In the current competitive era, attracting and retaining customers has become one of the fundamental challenges in the banking industry. This research aims to evaluate the performance of branches of Bank Refah Khorasan Razavi as a case study, examining the criteria that influence customer loyalty. To this end, the fuzzy Delphi approach and fuzzy CRADIS technique have been employed. Initially, three criteria were identified: "internal banking factors," "external banking factors," and "bank staff factors," and several sub-criteria were defined for each criterion. Additionally, "customer lifetime value" and "Net Promoter Score" were considered as two other criteria for evaluating the performance of these branches. After determining the relevant criteria and sub-criteria, a single-stage fuzzy Delphi method was utilized to collect and analyze the opinions of banking industry experts. Subsequently, the performance of the bank's branches was assessed using the CRADIS technique baxsed on data obtained from customers. baxsed on the analyses conducted, the branches of Bank Refah were ranked according to the values of the utility function Q, with option A4 having a value of Q = 0.946905 ranked first, option A10 with Q = 0.935494 ranked second, and option A2 with Q = 0.916335 ranked third. In contrast, option A7, with a value of Q = 0.773531, was placed in the lowest rank, that is, tenth. These results assist bank managers in identifying their strengths and weaknesses and making better decisions towards optimizing services, attracting, and retaining customers. Therefore, this research can be regarded as a valuable model for increasing customer loyalty and improving service quality in banks, and it may strengthen long-term relationships with customers and enhance customer lifetime value.
Keywords:
#Customer Loyalty #Multi-Criteria Decision-Making #Fuzzy CRADIS Approach #Institutional Performance #Bank Branch Performance. Keeping place: Central Library of Shahrood University
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