Hasan DİNÇER, Serhat YÜKSEL

3621

Mevduat Bankalarında Kalite Fonksiyon Yayılımı Temelli Alternatif Dağıtım Kanallarının Analizi: Monte Carlo Simülasyonu ve Sezgisel Bulanık Mantık ile Bütünleşik Karar Verme

Bu çalışmada Türkiye’deki mevduat bankalarının alternatif dağıtım kanallarını hangi ölçüde etkin kullanıldığının kalite fonksiyon yayılımı temelli ölçülmesi amaçlanmaktadır. Bu bağlamda; müşteri beklentileri, teknik ölçütler, yenilik performansı ve yeni hizmet geliştirme süreçleri dikkate alınarak, kalite evi ve alternatif dağıtım kanallarının sıralanmasını kapsayan 4 aşamalı süreç dikkate alınmıştır. İlgili hedefe ulaşabilmek için çalışmada 2 farklı analiz yapılmıştır. İlk analiz olan klasik karar verme modelinde, her bir kalite fonksiyon yayılımı aşaması içinde yer alan eksendeki boyutlar ve kriterler için inceleme yapılmıştır. İkinci analiz olan bütünleşik karar verme modelinde ise kalite fonksiyon yayılımı süreci bütünleşik olarak, karar verme süreçleri birbirini takip eden etkilerle birlikte ele alınmıştır. Bunların yanı sıra, sezgisel bulanık DEMATEL yöntemi ile boyutlar, sezgisel bulanık AHP yöntemiyle ise kriterler ağırlıklandırılarak önem dereceleri belirlenmiştir. Bunlarla birlikte, önem derecisi belirlenmiş bu boyut ve kriterler dikkate alınarak sezgisel bulanık TOPSIS yöntemi ile bankaların alternatif dağıtım kanalları sıralanmıştır. Ayrıca, Monte Carlo simülasyon yöntemiyle de analizlerin tutarlılığı incelenmiştir. Elde edilen sonuçlara göre, şubenin alternatif dağıtım kanalları arasında en çok tercih edilen kanal olduğu tespit edilmiştir. Buna karşın, ATM, cep telefonu ve sosyal medyanın ise son sıralarda olduğu anlaşılmaktadır. Elde edilen sonuçlar dikkate alındığında, etkin çalışmadığı belirlenen alternatif kanallarının daha aktif bir şekilde faaliyet gösterebilmeleri için gerekli aksiyonların alınması söz konusu bankalarının daha verimli çalışabilmeleri için önem arz etmektedir. Bu bağlamda, etkin kullanılmadığı tespit edilen cep telefonu bankacılığı, ara yüzü geliştirilmesi ve yeni kampanyaların üretilmesi ile müşteriler için daha avantajlı hale getirilmelidir. Bununla birlikte, çoğu bankacılık işlemlerinin sosyal medya aracılığı ile yapılabilmesi için gerekli alt yapı yatırımlarının yapılması yerinde olacaktır. Bu sayede, mevduat bankaları özellikle ülkedeki genç nüfus için daha cazip hale gelecektir.

Quality Function Deployment-based Analysis of Alternative Distribution Channels of Deposit Banks: An Integrated Decision Making with Monte Carlo Simulation and Hesitant Fuzzy Logic

It is aimed to understand whether deposit banks use alternative distribution channels effectively by using quality function deployment approach. Within this scope, 4 stages process are considered for the ranking of alternative distribution channels which are customer expectations, technical measurements, innovation and new service development process. Two different analyzes have been carried out to reach the target. In the classical decision-making model, which is the first analysis, the dimensions and criteria of the axes within each quality function propagation phase are analyzed. In the second analysis, the integrated decision-making model, the process of quality function deployment is integrated, and the decision-making processes are handled with successive effects. Moreover, dimensions are weighted by hesitant fuzzy DEMATEL method and criteria are weighted by hesitant fuzzy AHP methodology. Furthermore, the alternative distribution channels of the banks are ranked by using the hesitant fuzzy TOPSIS method by considering these weighted dimensions and criteria. In addition, the consistency of the analyzes was examined by the Monte Carlo simulation method. It is concluded that the branch is the most preferred channel among the alternative distribution channels. On the other hand, it is determined that ATM, mobile phone and social media are in the last order. While considering the results, it can be said that necessary actions for inefficient alternative distribution channels should be taken by the banks to work more effectively. Within this context, mobile phone banking, which is determined as ineffective channel, should be updated to provide more advantageous for customers by developing the interface and producing new campaigns. In addition, it can be appropriate to make the necessary infrastructure investments so that most banking transactions can be done through social media. At this point, the banks can become more attractive, especially for the young population in the country.
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Bankacılar-Cover
  • ISSN: 1300-0217
  • Başlangıç: 1990
  • Yayıncı: Türkiye Bankalar Birliği
Arşiv
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