Measuring Customer Satisfaction Using Fuzzy Logic (Case Study: Bank Saderat Automated Teller Machine)

Subject Areas : Jounal of Marketing Management

R. Radfar ¹ , F. Hossein Zadeh Lotfi ² , A. Khaliloo ³

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Received: 2013-09-22 Accepted : 2013-09-22 Published : 2010-03-21

Keywords: Expectation, preference, ATM, Customer Satisfaction, Fuzzy Logic,

Abstract :

The main purpose of this research is to determine effective indexes of customer satisfaction from ATM service and to determine the customer satisfaction level from each index using fuzzy data.After collecting indexes from different sources and using the Delphi method, the importance of each index was approved by bank expert. A questionnaire divided in to two parts, expectation and performance, was used to collect data. To determine the level of customer satisfaction in each index, we made three rules bases in separate of perception and expectation. If customer expectation is very high in both the bank and customer indexes, then customer expectation from satisfaction is very high.