A fuzzy conjoint analysis approach for evaluating credit card services: a case study of Malayan Bank / Ummi Umira Mohd Akhir and Zurina Kasim

• Main Authors: Mohd Akhir, Ummi Umira, Kasim, Zurina
• Format: Book Section
• Language: English
• Published: College of Computing, Informatics and Media, UiTM Perlis 2023
• Subjects: Fuzzy decision making
• Online Access: https://ir.uitm.edu.my/id/eprint/100158/1/100158.pdf; https://ir.uitm.edu.my/id/eprint/100158/

This study evaluate credit card services offered by Malayan Bank using a fuzzy conjoint analysis approach. This method allows for the consideration of imprecise and uncertain information, which is particularly relevant in the context of evaluating customer perceptions of credit card services. The study collected responses from 50 customers of Malayan Bank who have a credit card, and applied the fuzzy conjoint analysis approach to determine the most important attributes and levels of importance among the customers. The results indicate that customers place a high importance on the credit celling, follow by period of purchase and lastly penalty fee offered by the bank. This study provides a valuable insight for Malayan Bank to improve their credit card services and to attract more customers by focusing on these attributes.