Πελατοκεντρική στρατηγική και ανταγωνιστικό πλεονέκτημα μέσω της ικανοποίησης των πελατών : η περίπτωση του τραπεζικού κλάδου
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Keywords
Ικανοποίηση καταναλωτών ; Αφοσίωση πελατών ; Πελατοκεντρική στρατηγική ; Ανταγωνιστικό πλεονέκτημα ; Τραπεζικός κλάδος ; Ποιότητα υπηρεσιών ; Πολυκριτήρια ανάλυση ; Multicriteria Satisfaction Analysis (MUSA) ; Customer satisfaction ; customer loyalty ; Customer-oriented strategy ; Competitive advantage ; Banking sector ; Service quality ; Multi-criteria analysisAbstract
In the contemporary, highly competitive environment, companies pay special attention to customer-oriented operation and use customer satisfaction as the most important guide for their actions. Customer satisfaction is the fundamental for achieving a competitive advantage, as is directly linked to customer loyalty.
Therefore, the information about the level of customer satisfaction is for every company a critical business resource as it highly connected to the determination of the overall business strategy.
The main purpose of Master Thesis, is not only the measurement and analysis of customer satisfaction with the services provide by the four banks with the largest market share in Greece, but also, the highlight of the dimensions that should be improved or added to the strategy of each bank within a customer-oriented approach and strategy.
The multi-criteria MUSA method applied to this research, does not only measures the level of customer satisfaction, a process that could be carried out using any other method, but also, points out the strengths and weaknesses of each of the examined banks, as well as the needs of their customers. In this, the process of decision-making based on customer-oriented approach is supported. Apart from the multi-criteria MUSA method, the collected data were statistically analyzed using descriptive statistics, correlation coefficients, generalized linear model and analysis of variance in order to achieve the research objectives set.
The research results analysis indicates both the high level of satisfaction and the low level of demanding of the Greek banks customers. For each of the examined banks, the dimensions that should be improved within a customer-oriented approach were highlighted. The strong positive correlation between the level of customer satisfaction and loyalty, indicates that in order for a company to achieve a competitive advantage, the maximum satisfaction of its customers, through a customer-oriented approach, should be achieved.