New financial service development for banks in Taiwan based on customer needs and expectations

Wen Hsien Tsai, Wei Hsu, Thomas W. Lin

研究成果: 雜誌貢獻期刊論文同行評審

26 引文 斯高帕斯(Scopus)

摘要

The purpose of this study aims to employ an analytic approach to analyze efficient managerial strategies for advancing new service development (NSD) by involving viewpoints of customer needs and expectations within a financial service context. This paper uses a sample of potential banks' credit card applications, customers' preferences and satisfaction ratings, and new credit card service data with the applications of both analytic hierarchy process and VlseKriterijumska Optimizacija I Kompromisno Resenje to analyze customer satisfactions and preferences simultaneously. Then, it applies the importance-performance analysis technique to diagnose managerial strategies for reducing the customer gaps between customer perceptions and expectations. The study emphasizes the importance of analyzing customer preferences and reducing gaps between customer satisfactions of perceptions and expectations to ensure NSD success.

原文???core.languages.en_GB???
頁(從 - 到)215-236
頁數22
期刊Service Industries Journal
31
發行號2
DOIs
出版狀態已出版 - 2月 2011

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