Kano-based measurement of customer expectations in retail service industry using IT2 Dematel-Qualiflex

Abstract

This study aims to analyze customer expectations in European retail banking industry. For this purpose, five different criteria are identified. Furthermore, IT2 FDEMATEL approach is used to weight these criteria. In addition, three different factors are also defined which have a negative influence on customer satisfaction. In this context, IT2 FQUALIFLEX approach is used to rank these three alternatives. In this process, Kano model-based evaluation factors are converted into the fuzzy numbers. The findings show that the most important problem to be solved to ensure customer expectations and satisfaction is the communication problems. Therefore, European retail banks should firstly focus on solving this problem to meet customer expectations and provide customer satisfaction. These banks should employ the necessary number of personnel to provide services in different channels, such as social media, mobile banking, telebanking. Moreover, these personnel should also be trained effectively to increase the quality of communication.