BANKA SEÇİM TERCİHLERİNİN BULANIK KÜMELERE DAYALI YENİ BİR KARAR VERME ÇERÇEVESİ İLE DEĞERLENDİRİLMESİ

Günümüzde, artan sayıda banka kuruluşu, müşteri ilişkilerini geliştirmek ve pazar paylarını artırmak içinçeşitli araçlar uygulayarak müşteri odaklı olmaya çalışmaktadırlar. Çalışmada, müşterilerin banka seçimsürecindeki tercih nedenlerini araştırmak ve belirlenen bankalar arasından sıralama yapmak için bir ÇokKriterli Karar Verme (ÇKKV) çerçevesi önerilmektedir. Analitik Hiyerarşi Prosesi (AHP) hem klasikmantık hem de bulanık mantık ortamlar altında uygulanarak karar vericilerin görüşlerindeki belirsizlik dahaiyi yansıtılmış ve TOPSIS yöntemi ile alternatif bankaların sıralaması araştırılmıştır. Modelimiz altı kriter(mevduat faiz oranı, kredi faiz oranı, ATM sayısı, ücret ve komisyonlar, tavsiye ve personel özellikleri) vebeş banka temelinde geliştirilmiştir. Bir dış ticaret şirketinin üç uzmanı ile görüşme gerçekleştirilmiş;uzmanlardan alınan yanıtlar, en önemli kriterlerin kredi faiz oranı ve mevduat faiz oranı, tavsiyenin ise enönemsiz kriter olduğunu göstermiştir. AHP ve TOPSIS yöntemleri kullanılarak dördüncü banka en uygunalternatif olarak seçilmiştir. Banka seçimi için önerilen çerçeve konuyu ele almak isteyen uzmanların kararvermelerine yardımcı olmaktadır.

EVALUATION OF BANK SELECTION PREFERENCES WITH A NOVEL DECISION-MAKING FRAMEWORK BASED ON FUZZY SETS

Today, an increasing number of bank institutions are trying to be customer-focused by applying various tools to improve customer relations and increase their market shares. In this study, a Multi-Criteria Decision Making (MCDM) framework is proposed to investigate the reasons for customers' preference in the bank selection process and to rank among the determined banks. The Analytic Hierarchy Process (AHP) is applied under both classical logic and fuzzy logic environments, and the uncertainty in the opinions of the decision-makers is better reflected and the ranking of alternative banks is investigated with the TOPSIS method. Our model has been developed on the basis of six criteria (interest rate deposits, interest rate on loans, number of ATMs, fees and commissions, recommendation and staff characteristics) and five banks. An interview is held with three experts of a foreign trade company; The answers from three experts show that the most important criteria are the interest rate on loans and interest rate deposits, the least important criteria is recommendation. The fourth bank is chosen as the most suitable alternative by using AHP and TOPSIS methods. The proposed framework for bank selection helps experts who want to address the issue.

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