Customer Satisfaction Fuzzy Cognitive Map in Banking Industry

Customer satisfaction is one of the key factors in modern marketing and customers' behavior analysis. Banking industry is one of the numerous services in which the customer satisfaction has had an ever increasing importance in the corresponding research areas. The problem here is the complexity of dealing with customer satisfaction due to superabundant factors engaged in it. In this paper the applications of Fuzzy Cognitive Maps (FCM's), as a decision making tool, in banking industry, a very vital part of a country's economy, have been discussed. The objective is to simulate and represent the factors affecting customer satisfaction with bank's services which is considered both a tool and a need in today's competitive society. The resulting Customer Satisfaction Fuzzy Cognitive Map from Mellat Bank's workers' opinions gives a clear perception of factors affecting customer satisfaction and their relations which help decision-makers analyze and come to their related decisions.