Designing a Multidimensional Performance eva‎luation Model for Banks Using Data Envelopment Analysis (DEA) with the Aim of Improving Customer Satisfaction

1/1/1900 12:00:00 AM

This research, with the aim of multidimensionally eva‎luating bank performance an‎d analyzing its relationship with customer satisfaction, uses the Data Envelopment Analysis (DEA) framework in constant returns to scale (CCR) an‎d variable returns to scale (BCC) models. The statistical population includes 45 commercial banks an‎d data is collected based on key input indicators including number of employees an‎d total deposits an‎d output indicators including total loans, interest income an‎d net profit. After data preprocessing, DEA models were implemented in Python an‎d overall technical efficiency scores, net technical efficiency scores, an‎d scale effects scores were calculated for all banks. The findings show that the average overall technical efficiency is about 0.65, indicating that there is significant capacity for improvement in most banks. Analysis of scale effects suggests the dominance of diminishing returns to scale, especially in large banks, an‎d suggests that a significant portion of inefficiency is due to over-optimal structure an‎d size, rather than managerial weaknesses. Furthermore, the input-output surplus analysis revealed different patterns of inefficiency: large banks mainly face surpluses of human an‎d financial resources, while smaller banks show shortages of output an‎d weakness in revenue generation an‎d profitability. In the supplementary section, the relationship between efficiency an‎d customer satisfaction proxy indicators including return on assets an‎d non-performing loan ratio was examined through ordinary least squares regression. The results show that improving efficiency has a significant effect on increasing return on assets an‎d reducing the non-performing loan ratio is a key factor in improving efficiency. Finally, the research provides practical paths for reforming the structure, improving resource allocation, an‎d increasing banksʹ focus on customer centricity, an‎d presents a model that can be generalized to the Iranian banking system.

ارزيابي عملكرد , تحليل پوششي داده‌ها , كارايي , رضايت مشتري , بانك ها

performance eva‎luation , data envelopment analysis , efficiency , Customer satisfaction , banks

Zahra Sadeghmanesh

Dr. Siyamak Noori