Title: Performance assessment model for bank client's services and business development process: a constructivist proposal

Authors: Leonardo Ensslin; Sandra Ensslin; Ademar Dutra; André Longaray; Vinicius Dezem

Addresses: University of Southern Santa Catarina, Florianopolis, SC, Brazil ' Federal University of Santa Catarina, Florianopolis, SC, Brazil ' University of Southern Santa Catarina, Florianopolis, SC, Brazil ' Federal University of Rio Grande, Rio Grande, RS, Brazil ' University of Southern Santa Catarina, Florianopolis, SC, Brazil

Abstract: The banking sector has been characterised by ongoing evolution in service rendering, driven by advances in technology, changes in client profiles, and susceptibility to political and economic issues. This article describes the development stages of a decision-aid system to manage the customer relations and business development process with bank clients, using the perceptions of both managers and clients. The investigation was conducted through a case study, using the constructivist MCDA. The elaborated model allowed for the structured identification and evaluation of 99 descriptors. Through use of the model, managers gained focus and confidence, customers reacted with gratitude and loyalty, and stakeholders realised the importance of the approach as they had a clear understanding of the goals.

Keywords: bank assessment model; multi-criteria methods; decision aid; bank client services; constructivist MCDA.

DOI: 10.1504/IJADS.2018.088636

International Journal of Applied Decision Sciences, 2018 Vol.11 No.1, pp.100 - 126

Received: 10 Jun 2017
Accepted: 16 Aug 2017
Published online: 13 Dec 2017 *

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