A Kano-Based Decision Framework for Evaluating Customer Satisfactionin Face-to-Face Banking Services

Abstract

Increased competition among companies in the banking sector is a reality in the current market and is driven mainly by the increase in the number of competitors and significant changes in the services provided. In this context, customer satisfaction is a highly relevant factor. This study aims to evaluate customer satisfaction with face-to-face banking. To this end, the Kano model was used to understand which aspects of in-person banking service impact customer satisfaction, allowing improvements to be prioritized and efforts that are not being effective to identify. The attributes evaluated were aggregated into 10 dimensions – tangibility, fees, accessibility, reliability, empathy, security, frontline personnel, services provided, communication, and responsiveness–defined based on a literature review. Through data collection and analysis, these attributes were classified as one-dimensional, must-be, indifferent, or reverse. Overall, the results showed that 25 attributes were considered one-dimensional, six were classified as indifferent, two were classified as must-be, 2 as reverse, and none of the attributes were classified as attractive. It is expected that this research will contribute to understanding which attributes impact customer satisfaction with in-person banking services and which directions should be taken to improve service quality, thereby increasing user satisfaction.