Evolutionary Customer Evaluation: A Dynamic Approach to a Banking Case

The most important company asset seems to be Customer Satisfaction (CS), which banks, in the recent years, have frequently analyzed. For reaching such target, a dynamic Factor Analysis offers an effective way of merging information about clients and their preferences evolution. In our work we performed a dynamic Customer Satisfaction study, by means of a three-way factorial analysis, and we also introduced a new index of shift and shape (SSI), to synthesize informa- tion about every customer, cluster or typology. We considered a national bank case, with spread network, evaluating results provided by a questionnaire framed according to the SERVQUAL model. The information employed was obtained via a Customer Satisfaction survey repeated three times (waves). We performed the dynamic factorial model and we illustrated the usage of SSI as a new measure of trajectories’ dissimilarity. Finally, we showed our results which highlight promising performances of our index.