Development of a fuzzy-dynamic model for developing robust services design strategy under uncertainty (Case study: Banking services)

Rapid changes in technology have affected customer expectations. The environment is volatile. The main problem of organizations is to formulate a strategy that can maximize the customers’satisfaction in various future scenarios through optimal resource management. The purpose of this study is to provide a model for developing a robust strategy for designing banking services in conditions of uncertainty. The paper selects one of the Iranian banks as its case study. By implementing a mixed research methodology, first, it identified the reduction of the number of branches and the upgrading of the infrastructure as two robust strategies and then, it pinpoints the goals and constraints by mathematical modeling. In the conclusion, the optimal amount of branches and budget are determined.