Banking Services Evaluation: a Dynamic Analysis

Michela LACANGELLERA
Caterina LIBERATI
Paolo MARIANI

Keywords

customer satisfaction, multiway factor analysis, trajectories analysis

Abstract

Today, the most important asset for a bank is its customer and therefore, the main targets to achieve by management are: knowledge of his needs, anticipation of his concerns and to distinguish itself in his eyes. The awareness that a satisfied customer is a highly profitable asset effort to provide a satisfactory service to the customer by diversifying its services. This paper aims to analyze customer evaluation evolution of the main attributes of banking services to catch differences among the clusters and time lags through a dynamic factorial model. We propose an empirical study: the management of a national bank with a spread network throughout Italy wanted to analyze its reduced competitiveness in retail services, probably due to low customer satisfaction. The survey aims to analyze weaknesses in its retail services, propose possible recovery actions and measure their effectiveness across different “waves” (time lags).