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Ferreira, F., Ferreira, J., Fernandes, C., Meidute-Kavaliauskiene, I. & Jalali, M. (2015). Analyzing Cause-and-effect Relationships among Key Determinats of Bank Customer Loyalty Using Fuzzy Cognitive Maps. 2015 BAI International Conference.

F. A. Ferreira et al.,  "Analyzing Cause-and-effect Relationships among Key Determinats of Bank Customer Loyalty Using Fuzzy Cognitive Maps", in 2015 BAI Int. Conf., Macau, 2015

@misc{ferreira2015_1765610904128,
	author = "Ferreira, F. and Ferreira, J. and Fernandes, C. and Meidute-Kavaliauskiene, I. and Jalali, M.",
	title = "Analyzing Cause-and-effect Relationships among Key Determinats of Bank Customer Loyalty Using Fuzzy Cognitive Maps",
	year = "2015",
	howpublished = "Both (printed and digital)",
	url = "http://ibac-conference.org/BAI2015/"
}

TY  - CPAPER
TI  - Analyzing Cause-and-effect Relationships among Key Determinats of Bank Customer Loyalty Using Fuzzy Cognitive Maps
T2  - 2015 BAI International Conference
AU  - Ferreira, F.
AU  - Ferreira, J.
AU  - Fernandes, C.
AU  - Meidute-Kavaliauskiene, I.
AU  - Jalali, M.
PY  - 2015
CY  - Macau
UR  - http://ibac-conference.org/BAI2015/
AB  - As a means of gradually increasing complementary margins and reducing the lack of
liquidity caused by the most recent economic crisis, bank customer loyalty has been a fast growing concern for banking institutions. However, there is a widely recognized difficulty in
identifying the factors that most contribute to creating and maintaining this loyalty. Based on
the use of fuzzy cognitive mapping, we propose a framework that adds value to the way key
determinants of bank customer loyalty are identified. This framework is the result of a process
involving several bank branch front office employees, and follows a constructivist approach.
Our findings suggest that the use of fuzzy cognitive maps (FCMs) allows the number of
omitted determinants to be reduced and the understanding of the causal relationships between
them to be improved. This not only increases transparency, but can also indicate what best
practices should be followed to boost long-term relationships with bank customers. The
strengths and limitations of our methodological framework are also analyzed.
ER  -