Marketing

Title

Using the Analytic Hierarchy Process for Bank Management - Analysis of Consumer Bank Selection Decisions

Document Type

Article

Publication Date

8-1989

Publication Title

Journal of Business Research

Abstract

Bank decision makers depend on being able to identify and understand customer preferences in order to decide what programs and services the bank should offer. The Analytic Hierarchy Process (AHP) provides bank managers with the ability to integrate the multiattribute preferences of consumers using a hierarchical model to determine the bank's relative position in the marketplace. The suitability of AHP in examining bank selection by consumers for managerial decision making is demonstrated using an empirical analysis in a major metropolitan area. Implications of the findings of this analysis for strategic planning in the areas of marketing mix and organizational characteristics of a bank are explored. Suggestions for application of AHP to other areas of financial services management are included.

Original Citation

Javalgi, R., Armacost, R., & Hosseini, J. (1989). Using the analytic hierarchy process for bank management: Analysis of consumer bank selection decisions. Journal of Business Research, 19(1), 33-49. doi:10.1016/0148-2963(89)90039-8

DOI

10.1016/0148-2963(89)90039-8

Volume

19

Issue

1