Understanding the dynamics behind bank branch service quality in Portugal : pursuing a holistic view using fuzzy cognitive mapping

Abstract

Using fuzzy cognitive mapping, this study aims to create a holistic framework whereby the determinants of bank branch service quality and their cause-and-effect relationships can be identified and dynamically analyzed. The methodology is applied using a group of experts from the banking industry in Portugal. Our results not only indicate the applicability and usefulness of the proposed approach, but identify human resource characteristics (which include collaborators’ personal and professional training) and management team technical skills as particularly relevant driving forces of bank branch service quality. The proposal holds great potential for the operational planning and improvement of bank branch service quality, which is a prime concern for bank administrators, bank branch collaborators, and society at large. Advantages and shortcomings of the framework are also reported.