An Uncertain Decision Making Process Considering Customers and Services in Evaluating Banks

Abstract

In today’s changing environment two properties are required to service namely good relation with customers and service quality. Nowadays no organization can get great achievement unless it can attract sufficient customers providing better service quality is important for service firms. This paper proposes a novel combined approach utilizing group decision making process to evaluate and rank criteria influencing the customer relationship management and service quality of four banks in Iran based on fuzzy decision making trial and evaluation laboratory (Fuzzy DEMATEL) and fuzzy analytic network process (Fuzzy ANP). Defuzzification of decision makers’ judgments is handled by Converting Fuzzy data into Crisp Scores (CFCS) method. Fuzzy DEMATEL is applied to deal with inner dependencies among criteria. Fuzzy ANP is used to compute final ranking of four banks as an empirical example. An empirical study is presented to illustrate the application of the proposed method.

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