A knowledge-based directional multicriteria framework with defuzzified subset of preferences for sustainable banking strategy analysis

Purpose This article presents a methodological application of decision support with the purpose of identifying and better aligning sustainable banking strategies. Those strategies are based on best practices declared by employees and conducted during efficient periods affecting sustainable production, the health quality of clients, the organization’s profitability and social impact on the local community across different sectors. Design/methodology/approach The approach involves a two-phase process: first, it employs directional data envelopment analysis (DEA) to benchmark knowledge based on employee opinions gathered through interviews to evaluate strategies related to banking services; then, using the best-worst method and ELECTRE outranking incorporating elements of fuzzy set theory based on an experienced decision-maker’s input, sustainable banking strategies are ranked according the different perspectives for leveraging outputs from the first step. Findings The outcomes yield a ranking of strategies, emphasizing the crucial role of technology in banking services while highlighting the need for more agile services to ensure customer satisfaction. This underscores the necessity of aligning with the market perspective, as fintech companies are reshaping the socio-technological-environmental landscape of financial services. Research limitations/implications The research combined DEA and multicriteria analysis in the context of the banking sector, providing a comprehensive and analytically robust approach translated as a decision-making framework for promoting sustainability by aligning operational efficiency and social responsibility. These tools can guide banks in adopting more sustainable practices that benefit the institution, society and the environment. Practical implications Decisions in the banking sector encompass a wide array of concepts, from internal technical factors to customer feedback on service processes and offerings. The proposed approach considers decision analysis in complex environments, and the application developed in this study considered not only internal banking activity-oriented concepts but also the preferences of human agents developing them and the managerial perspective focused on issues involving components associated with sustainability. Originality/value By integrating DEA with multicriteria analysis, this study paves the way for a more efficient, environmentally conscious and socially responsible management scenario in the Brazilian banking sector. This research assesses operational efficiency and offers a comprehensive framework for selecting and implementing sustainable practices in the banking sector.