multi criteria satisfaction analysis: employing and weak points of musa in practice (case of banking industry)

musa is one of the novel techniques in csa, which lays its foundation on linear goal programming, developed for overcoming prior csa models’ weaknesses such as coping with ordinal nature of data and low fitness. employing a simple questionnaire, musa develops the interval scale and the level of satisfaction as well as determining its determinants in addition to several fruitful indices. this paper aims to review the contemporary csa literature while being more elaborated on musa’s methodology. according to that, after defining its modeling approach, musa compared to ordinary and ordinal regression models in case of banking firm. findings depicted that musa in addition to criterion validity outperforms regression models where as it is vulnerable to asymmetrical data sets. the paper at the end reviews the weak points of multi criteria satisfaction analysis methods, hopping that, marketing scholars and practitioners effectively put them in practice