Using Conjoint Analysis to Design Financial Services

The application on conjoint analysis to the task of customising financial services is discussed. Conjoint analysis allows for the generation of the utility levels associated with financial service design alternatives. By evaluating service‐provider and customer utility levels simultaneously, an efficient frontier of financial service designs can be identified. This process can greatly simplify the financial service design selection decision, since it eliminates inferior alternatives from consideration. A hypothetical example, the selection of commercial line of credit features for a potential corporate customer, is demonstrated.