Andreas C. Georgiou
Department of Business Administration, University of Macedonia, Greece
Katerina Gotzamani
University of Macedonia, Greece
Andreas Andronikidis
University of Macedonia, Greece
George N. Paltayian
University of Macedonia, Greece
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Published in: 11th QMOD Conference. Quality Management and Organizational Development Attaining Sustainability From Organizational Excellence to SustainAble Excellence; 20-22 August; 2008 in Helsingborg; Sweden
Linköping Electronic Conference Proceedings 33:20, p. 223-236
Published: 2008-12-09
ISBN:
ISSN: 1650-3686 (print), 1650-3740 (online)
Purpose: This paper proposes the utilisation of Quality Function Deployment (QFD) in order to detect and translate bank customers’ needs into actionable goals for capacity expansion. Specifically; this study aims to identify the selection criteria -“wants” of banks’ customers in Greece. Customers “wants” are also related to key market segments to develop the First House of Quality.
Methodology/Approach: A specific questionnaire was designed based on a list of selection criteria that was drawn from previous surveys as well as on the professional experience of the authors. Five hundreds forty nine (549) questionnaires were personally administered to customers of major banks in Thessaloniki; Greece. A total of 1770 customers were approached; yielding a response rate of 31%.
Findings: Exploratory factor analysis revealed six dimensions regarding bank customers selection criteria. These are: “Simple and effective service”; “Innovation Products”; “Pricing”; “Working Hours”; “Network Sufficiency”; and “Location”. Customers were categorized in six key market segments; based on their most frequently used bank products. These were: a) Housing Loans; b) Consumer Loans; c) Credit Cards; d) Savings Deposits; e) Time Deposits; and f) Funds.
Research limitations: Distributing questionnaires personally did not allow the creation of a completely representative sample of customers of the Greek bank industry.
Practical implications: Measuring customers’ perceptions in terms of the six selection criteria dimensions that emerged can support decision making regarding initiatives to be taken. Findings were related to specific bank product categories assisting managers to customize key banking processes to meet customer needs.
Originality/value of paper: The findings of this study provide insights into customers’ priorities when selecting a specific banking institution. Furthermore; they relate customer wants to specific market segments based on primary data; forming thus; a robust background for the next steps of the research.
