Adding value to bank branch performance evaluation using cognitive maps and MCDA: a case study

Citation

Ferreira, F.A.F., Santos, S.P. and Rodrigues, P.M.M. (2011), "Adding value to bank branch performance evaluation using cognitive maps and MCDA: a case study", Development and Learning in Organizations, Vol. 25 No. 6. https://doi.org/10.1108/dlo.2011.08125faa.012

Adding value to bank branch performance evaluation using cognitive maps and MCDA: a case study

Article Type: Abstracts From: Development and Learning in Organizations, Volume 25, Issue 6

Ferreira F.A.F., SantosS.P. and Rodrigues P.M.M.Journal of the Operational Research Society, July 2011, Vol. 62 No. 7, Start page: 1320, No. of pages: 14

Bank branch performance evaluation is a difficult endeavour. Some of the main reasons for this difficulty are the complexity inherent in the variety of aspects considered in the evaluation, and the multiple and conflicting interests of the different stakeholders involved. This paper shows how cognitive mapping and measuring attractiveness by a categorical-based evaluation technique can be used to support the evaluation of bank branches through the development of multidimensional performance evaluation systems, and to deal explicitly with the trade-offs between the different dimensions of performance and interests of different stakeholders. A case study is discussed where these techniques are used in a constructive way, making the learning activity easier and introducing transparency in the decision-making process. The strengths and weaknesses of the integrated use of these two operational research techniques in this context are also discussed.Article type: Case studyISSN: 0160-5682Reference: 40AL129

Keywords: Bank branches, Cognitive mapping, MCDA