Kết nối sự hài lòng của khách hàng, đánh giá nhân viên và hiệu suất kinh doanh: một phương pháp đánh giá trong lĩnh vực ngân hàng

Springer Science and Business Media LLC - Tập 205 - Trang 5-27 - 2012
E. Grigoroudis1, E. Tsitsiridi1, C. Zopounidis1
1Department of Production Engineering and Management, Technical University of Crete, Chania, Greece

Tóm tắt

Sự kết nối giữa sự hài lòng của khách hàng, đánh giá nhân viên, và dữ liệu hiệu suất kinh doanh rất quan trọng trong các tổ chức doanh nghiệp hiện đại. Nhiều nỗ lực nghiên cứu trước đây đã xem xét sự kết nối này, chủ yếu tập trung vào hiệu suất tài chính hoặc kinh doanh để phân tích hiệu quả của tổ chức. Tuy nhiên, các nghiên cứu gần đây đã cố gắng xem xét những chỉ số hiệu suất quan trọng khác, có khả năng ảnh hưởng đến hoạt động kinh doanh và sự phát triển trong tương lai (ví dụ, sự hài lòng của khách hàng bên ngoài và bên trong). Trong trường hợp ngành ngân hàng, việc nghiên cứu các mối quan hệ giữa các biến nêu trên có thể cung cấp cái nhìn về việc đánh giá hiệu suất của các chi nhánh ngân hàng và phân tích khả năng sống còn của tổ chức ngân hàng. Bài báo này trình bày một nghiên cứu thực tế nhằm đo lường hiệu quả tương đối của một loạt các chi nhánh ngân hàng bằng cách sử dụng phương pháp Phân tích Thúc đẩy Dữ liệu (DEA). Cụ thể, một mô hình mạng DEA đa giai đoạn được đề xuất, sử dụng một tập hợp các chỉ số hiệu suất kết hợp sự hài lòng của khách hàng, đánh giá nhân viên, và các chỉ số hiệu suất kinh doanh. Mục tiêu chính của nghiên cứu được trình bày là để đánh giá hiệu quả tương đối của từng bước cung cấp dịch vụ khách hàng, trong môi trường của một chi nhánh ngân hàng. Các kết quả cũng có khả năng ước lượng sự đóng góp của các chỉ số hiệu suất đã được đánh giá đến tổng thể hiệu quả của chi nhánh, và xác định các hành động cải thiện tiềm năng.

Từ khóa

#sự hài lòng của khách hàng #đánh giá nhân viên #hiệu suất kinh doanh #ngành ngân hàng #phương pháp DEA

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