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Identification, ranking and clustering of electronic banking services based on customer satisfaction: case study in bank industry

Identification, ranking and clustering of electronic banking services based on customer... As one of the most important service-providing organisations, banks are no exceptions. Therefore, in this research, electronic banking services, provided by a branch of an Iranian bank, are identified, ranked and clustered according to customer satisfaction levels. To achieve this goal, the channels of electronic banking services are identified and the customer satisfaction level for the services is measured through a designed questionnaire. Customer satisfaction levels are measured through the Likert scale, and the sign rank test is utilised for analyses. In order to rank the services, the Friedman test is utilised. In addition, the fuzzy C-mean algorithm is utilised to cluster the services and demographic features. The results indicate the e-services with which the customers are most and least satisfied. The clustering analysis results show that some specific groups of customers are less satisfied with some specific e-services. Finally, some managerial implications and suggestions are also provided. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Services, Economics and Management Inderscience Publishers

Identification, ranking and clustering of electronic banking services based on customer satisfaction: case study in bank industry

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Publisher
Inderscience Publishers
Copyright
Copyright © Inderscience Enterprises Ltd
ISSN
1753-0822
eISSN
1753-0830
DOI
10.1504/IJSEM.2020.108982
Publisher site
See Article on Publisher Site

Abstract

As one of the most important service-providing organisations, banks are no exceptions. Therefore, in this research, electronic banking services, provided by a branch of an Iranian bank, are identified, ranked and clustered according to customer satisfaction levels. To achieve this goal, the channels of electronic banking services are identified and the customer satisfaction level for the services is measured through a designed questionnaire. Customer satisfaction levels are measured through the Likert scale, and the sign rank test is utilised for analyses. In order to rank the services, the Friedman test is utilised. In addition, the fuzzy C-mean algorithm is utilised to cluster the services and demographic features. The results indicate the e-services with which the customers are most and least satisfied. The clustering analysis results show that some specific groups of customers are less satisfied with some specific e-services. Finally, some managerial implications and suggestions are also provided.

Journal

International Journal of Services, Economics and ManagementInderscience Publishers

Published: Jan 1, 2020

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