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ANALITIC HIERARCHY PROCESS IN SERVICE OF CUSTOMIZED OFFER IN BANKING: SAVINGS AND INVESTMENT

Today’s banking institutions spread their product and service line on a daily basis. This effort to increase competitiveness is also creating an overstocked supply for existing and new clients. Not every product is meant for every client and aggressive sales strategies tend to repel clients which can cause serious problems in long-term client-bank relations. This paper will analyze Savings and Investments products along with their adaptation and modulation regarding client needs. Accordingly, banks will be able to offer particular products to clients with specific needs and wishes. The Analytic Hierarchy Process, or simply AHP method, represents a process which will be able to transform client’s demands and affinities into a customized offer. It is an easy- to-implement method used in any step of the decision making process ; the process must have multiple alternatives and each of them carries specific characteristics. The decision maker ranks all the characteristics and simultaneously all the alternatives according to his affinities forming a final decision. This paper will explain how banks will be able to adapt to client needs and wishes in the future using the AHP method.

Analytic Hierarchy Process (AHP); Banking; Customized Offer; Decision Making; Savings and Investment

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