E-Banking options: Which one best fits for customer?

Abstract

In this paper, successive optimization approaches are proposed for customer oriented service planning and budget allocation in a financial services provider. The Quality Function Deployment (QFD) for service planning and the 0-1 integer linear programming for budget allocation are the proposed approaches. To maximize the satisfaction of customer requirements, a QFD model has been established with financial and technical service possibilities. The model requires three matrices to be analyzed by the Analytic Hierarchy Process (AHP). The first matrix gives the customer requirements or satisfaction criteria versus their surveyed comparative preferences. The second matrix establishes the relationship between the customer requirements and their surveyed preferences for the corresponding services commonly provided by financial firms. The third matrix reflects the surveyed preferences for alternative access technologies of financial services. The priorities of the customers obtained as a result of the AHP analysis are then used in a 0-1 integer linear programming for optimal budget allocation of service providers. The objective of the optimization is to fund the best customer oriented technology subject to operational and investment budgetary constraints.