Banking Services Case Study

Banking Services Case Study

Copyright: © 2012 |Pages: 23
DOI: 10.4018/978-1-4666-1604-2.ch009
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Abstract

This chapter is a step by step application of the customization methodology of Chapter 6 to an e-banking scenario. It exemplifies the proposed approach for service customization using a case study of loan management services and focuses on the generation of customized services, the analysis of their impact, and the resulting process redesign initiatives. The case study illustrates the steps of the approach by considering customization, the impact of the customization scenarios on service, business process structure, and data entities levels. This case study highlights the benefits of fuzzy logic in modeling and manipulating qualitative, subjective, and contradicting concepts.
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Defining The Service Design Domain For Banking Service (Sdd-B)

A subset of the SDD-B for the loan service is shown in Figure 1. It reflects customers’ views of factors that affect loan service quality in banking. The numbers linking quality factors depict the importance of each factor for the service quality. The SDD-B is developed after applying the Fuzzy Delphi Method (Bueno & Sameron, 2008; Kuo & Chen, 2008; Bertolini, 2007) to a group of 12 managers of bank (A).

Figure 1.

A subset of The Service Design Domain in Banking (SDD-B)

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