Developing a decision making support tool for planning customer satisfaction strategies in microfinance industry

The failure of the microfinance institution (MFIs) to respond to their customers' needs and expectations is one of the main reasons they lose customers. Nowadays, customer satisfaction becomes a central concern for MFIs in order to improve the quality of their products and services. The aim of this study is to develop a decision making support tool that can help managers in microfinance industry perform scenarios analysis and then plan customer satisfaction strategies. We managed to build a Bayesian networks model; such approach is widely required for modeling complex systems characterized by scarce or uncertain information. It has also the ability to take into account several factors and the interactions among them, which can successfully meet the current study requirements.