ENHANCING KNOWLEDGE AND STRATEGIC PLANNING OF BANK CUSTOMER LOYALTY USING FUZZY COGNITIVE MAPS

• Type: Article in International Scientific Journal
• Date: 2017

Authors

Ferreira, FAF (Author) Other; Ferreira, JJM (Author) Other; Fernandes, CIMAS (Author) Other; Meidute Kavaliauskiene, I (Author) Other; Jalali, MS (Author) Other

Journal

The Journal is awaiting validation by the Administrative Services.

Title: TECHNOLOGICAL AND ECONOMIC DEVELOPMENT OF ECONOMY

Vol. 23

Pages: 860-876

ISSN: 2029-4913

Indexing

ISI Web of Knowledge - 28 Citations

Scopus - 30 Citations

Other information

Authenticus ID: P-012-R3X

DOI: 10.3846/20294913.2016.1213200

Abstract (EN): Understanding customer loyalty has been a growing concern for the services industry. In a context of increasing competitive pressures, such loyalty is seen as a key element in service companies¿ success. Maintaining customer loyalty and identifying its underlying factors, however, are recognizably difficult to do. Grounded on the use of cognitive mapping techniques, this paper proposes a knowledge-based framework for the identification of the key determinants of customer loyalty, and the relationships among them. A step-by-step guide to the development of such a framework is presented, and illustrated through a practical application in the banking context. The resulting findings are supportive of the applicability of such methods for understanding customer loyalty, and the improvement of long-term relationships with customers. They are furthermore indicative of new ways in which knowledge can be incorporated into management activities to improve service outcomes. Some managerial implications of our contribution and avenues for future research are also reported.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 17