| Abstract |
I would like to present and discuss an idea with you all that we are having on modelling customer behaviour(s) for banking domain, which is still in very initial level of thoughts. Banking is predominantly a customer-oriented business, and a good customer service is the heart of its service delivery. Therefore, more than ever before, financial services industry must understand the behaviour of their customers. Human behaviour emerges through complex mental processes and it consists with predictable irrationality that have been studied in neurocognitive research including neuroeconomics. Therefore, by studying human affective and cognitive processes through neurocognitive research open a new window to answer: ‘how well do we know our customer?’. Computational modelling techniques provide methodologies to encode this knowledge into explainable artefacts which can be applied in providing customer specific products and services. The high level research question is: how to interpret customer behaviour in financial domain based on neurocognitive related empirical research findings. As a computational paradigm which is useful in understanding, simulating, and validating complex systems, Network-Oriented Modelling perspective based on temporal-causal networks will be expected to use. |