EVALUATING CUSTOMER SATISFACTION BY USING FUZZY ANALYTICAL HIERARCHY PROCESS FOR BANKING SERVICES

Customer satisfaction is important because it provides marketers and business owners with a metric that they can use to manage and improve their businesses, where companies need to fight for their survival, rendered evident that building and managing relationships with customers is vital. In the service area the construct of satisfaction is bound to the interaction with the service provider, conferring to the evaluation even greater importance. This paper offers an approach to Customer satisfaction measurement in the banking services by FAHP. Fuzzy AHP is a highly complex methodology and requires more numerical calculations in assessing composite priorities than the traditional AHP and hence it increases the effort. The findings of the study supported the contention that the Professional knowledge (F1), Waiting time (F3), Service quality and demand (T1), Customer kind (S1), Education (S3) are core criteria in customer satisfaction respectively are the most factors for customer satisfaction. However, customer satisfaction alone cannot achieve the objective of creating a loyal customer base. Some researchers also argued, that customer satisfaction and loyalty are not directly correlated, particularly in competitive business environments because there is a big difference between satisfaction, which is a passive customer condition and loyalty, which is an active or proactive relationship with the organization.