Hasan DİNÇER, ÜMİT HACIOĞLU, SERHAT YÜKSEL

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Türk Bankacılık Sektöründe Dengeli Skorkart Temelli Yeni Hizmet Geliştirme Yetkinliğinin Bulanık Mantık Çerçevesinde Hibrit Çok Kriterli Karar Verme Yöntemiyle Karşılaştırmalı Analizi

Yeni hizmet geliştirme kavramı, yeni ekonomi süreci ile birlikte, hizmet işletmelerinin rekabet güçlerini artırabilmeleri için dikkate almaları gereken bir olgu haline gelmiştir. Bu nedenle, hizmet işletmelerinin hizmet geliştirme yetkinliğinin ölçümü önem arz etmektedir. Çalışmanın amacı Türk bankacılık sektörünün yeni hizmet geliştirme yetkinliğinin analiz edilmesidir. Bu bağlamda, ilgili amaca ulaşabilmek için dengeli skorkart yöntemine uyarlanmış anahtar performans faktörleri belirlenmiştir. Bahsi geçen performans faktörleri kullanılarak Türk bankacılık sektörü kamu, özel ve yabancı bankalar açısından karşılaştırmalı olarak analiz edilmiştir. Öte yandan, çalışmanın analiz sürecinde, seçilen yeni hizmet boyutları ve kriterleri için mali tablo verileri skalalar çerçevesinde dilsel değişkenlere dönüştürülmüştür. Söz konusu değişkenler bulanık mantık çerçevesinde Analitik Hiyerarşi Süreci (AHP), Analitik Ağ Süreci (ANP) ve TOPSIS yöntemleriyle entegre edilerek çok kriterli karar verme modeli önerilmiştir. Elde edilen analiz sonuçlarına göre bankaların yeni hizmet geliştirme yetkinliği başarı sıralamalarının farklılık gösterdiği belirlenmiştir. Bundan dolayı, Türk bankalarının rekabet avantajlarını koruyabilmeleri için yeni hizmet geliştirme konusuna sürekli önem vermesi gerektiği anlaşılmaktadır. Belirtilen hususlara ek olarak, banka türleri arasında yeni hizmet geliştirme yetkinliği konusunda net bir üstünlük bulunmadığı tespit edilmiştir. Başka bir ifadeyle, bir gruba ait herhangi bir banka ilk sırada, başka bir banka ise alt sıralarda bulunabilmektedir.

A Comparative Analysis of Balanced Scorecard Based New Service Development Competencies of Turkish Banking Sector with Hybrid Multi-Criteria Decision Making Method under the Fuzzy Environment

The new service development concept, along with the new economy process, has become a necessary fact to consider for increasing the competitive power of service companies. For this reason, the measurement of service development competency is very important for these companies. The aim of the study is to analyze the new service development competency of the Turkish banking sector. In this context, key performance factors adapted to the balanced scorecard method have been identified in order to achieve the relevant objective. Turkish banking sector has been comparatively analyzed in terms of public, private and foreign banks by using these benchmark performance factors. On the other hand, in the analysis process of the study, the financial statement data for the selected new service dimensions and criteria have been converted into linguistic variables within the framework of scales. A multi-criteria decision making model is proposed by integrating these variables in the framework of fuzzy logic with Analytic Hierarchy Process (AHP), Analytic Network Process (ANP) and TOPSIS methods. According to the analysis results obtained, it is identified that the success rankings of the banks' new service development differ over the years. Therefore, it is understood that Turkish banks should give serious importance to new service development in order to protect their competitive advantages. In addition to these issues, it is also concluded that there is no clear superiority among different bank types with respect to the concept of new service development. In other words, any bank belonging to a group can be stated in the first row, and another bank in the same group can be found in the lower row.
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Bankacılar-Cover
  • ISSN: 1300-0217
  • Başlangıç: 1990
  • Yayıncı: Türkiye Bankalar Birliği
Arşiv
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