Mystery shopping at Greek banks: a Bayesian network analysis

The banking industry is highly competitive, and customer satisfaction plays an essential rule. Hence, methods to evaluate customer satisfaction are important for bank managers. In this work, two instruments for customer satisfaction analysis are combined: Mystery shopping methodology and Bayesian Networks. Mystery shoppers are used to survey and monitor the quality of customer service and to identify areas requiring enhancement. After each visit they complete a report prepared in advance on their service experience. Bayesian Networks are then used to provide a pictorial representation of the dependence structure between the variables of interest, and are used to study the effect of different improvement strategies. We present a real data analysis concerning customer satisfaction in Greek banks.