Customer satisfaction measurement in the private bank sector

Summarization: Customer satisfaction represents a modern approach for quality in enterprises and organisations and serves the development of a truly customer-focused management and culture. Measuring customer satisfaction offers an immediate, meaningful and objective feedback about clients’ preferences and expectations. In this way, company’s performance may be evaluated in relation to a set of satisfaction dimensions that indicate the strong and the weak points of a business organisation. This paper presents an original customer satisfaction survey in the private bank sector. The implemented methodology is based on the principles of multicriteria analysis and preference disaggregation modelling. The most important results are focused on the determination of the critical service dimensions and the segmentation to customer clusters with distinctive preferences and expectations.Presented on: European Journal of Operational Researc

Proposta de um instrumento de medida para avaliar a satisfação de clientes de bancos utilizando a Teoria da Resposta ao Item Proposal of tool to assess the satisfaction of bank customers using the Item Response Theory

Este artigo apresenta um instrumento de medida para avaliação da satisfação de clientes de bancos utilizando a Teoria da Resposta ao Item (TRI). Satisfazer os clientes tem sido uma busca constante das organizações que procuram manterem-se competitivas no mercado. Estudos constatam a relação entre a qualidade percebida pelos clientes, a satisfação e fidelidade. A avaliação da satisfação pode ser realizada por meio da qualidade percebida pelos clientes e a construção de ferramentas de avaliação deve contemplar características específicas da atividade em questão. Embasando-se em artigos que avaliam a satisfação de clientes de bancos, propõe-se um instrumento formado por 29 itens. Os itens foram aplicados a 240 clientes a fim de avaliar a satisfação com o banco de maior relacionamento. Utilizando a Teoria da Resposta ao Item, foram identificados os parâmetros dos itens e a curva de informação. A análise do grau de discriminação dos itens indicou que todos são apropriados. A curva de informação obtida evidenciou o intervalo no qual o instrumento apresenta melhores estimativas para níveis de satisfação. O trabalho apresentou o nível médio de satisfação da amostra e a concentração de clientes nos diferentes níveis de satisfação da escala.<br>This paper presents a model for assessing the satisfaction of bank customers using the Item Response Theory (IRT). Organizations are constantly making effort to satisfy customers seeking to remain competitive. Several studies have reported on the relationship between perceived quality, satisfaction, and loyalty. The assessment of satisfaction can be accomplished through the perceived quality, and the development of assessment tools should address specific features of the activity in question. Based on articles that assess the satisfaction of bank customers, this study proposes an assessment tool consisting of 29 items. The items were applied to 240 clients to assess their satisfaction with the bank with which they maintain a closer relationship. Using Item Response Theory (IRT), parameters of the items and the information curve of the tool proposed were identified. The analysis of the degree of discrimination of the items indicated that they all are appropriate. The information curve obtained showed the range in which the tool proposed produces the best estimates of satisfaction levels. The study revealed the average satisfaction level of the sample and the concentration of customers in different levels of satisfaction in the scale used