Evaluating the role of bank absentee services in customer loyalty using data envelopment analysis

Customer loyalty is significantly dependent on customer satisfaction with the services provided. Therefore, customer satisfaction in offline services such as e-banking, offline account opening, etc. can be considered as an effective competitive strategy, especially in the current situation due to the corona virus pandemic. In this study, first, by considering the appropriate loyalty codes at the level of bank branches, we define the appropriate weight constraints of the type of confidence zone constraints of the first type and add them to the basic model of data envelopment analysis. The new size obtained from this mathematical model is due to the effect of loyalty constraints and will have more resolution than the basic model. The loyalty factor of each branch is then defined as the ratio of the size of the new model to the base model, which will be a number between zero and one. Then, the proposed model is implemented in a case study consisting of 195 branches of the Housing Bank and the results of the model are analyzed. The results show that the loyalty factor is directly related to the quality of in-person services and a new measure of efficiency is obtained to monitor customer loyalty.