Performance assessment model for bank client's services and business development process: a constructivist proposal Online publication date: Tue, 28-Nov-2017
by Leonardo Ensslin; Sandra Ensslin; Ademar Dutra; André Longaray; Vinicius Dezem
International Journal of Applied Decision Sciences (IJADS), Vol. 11, No. 1, 2018
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.
Online publication date: Tue, 28-Nov-2017
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Applied Decision Sciences (IJADS):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email email@example.com