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 im-portant 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.