2012

TÜRK BANKACILIK SEKTÖRÜNDEKİ HİZMET YENİLİĞİ PERFORMANSININ METİN MADENCİLİĞİ VE BULANIK ÇOK KRİTERLİ KARAR VERME YÖNTEMLERİ İLE ANALİZİ

Bu çalışmanın amacı, Türk bankacılık sektöründeki yeni hizmet geliştirme kabiliyetlerine etki eden faktörleri incelemek ve BIST'de işlem gören bankaların performansını, hizmet yeniliğine göre değerlendirmektir. Çalışmanın yeniliği, veri madenciliği ve hibrit çok kriterli karar verme yöntemlerini birlikte dikkate alan iki aşamalı bir analiz kullanmasıdır. Literatür tabanlı hizmet geliştirme kriterleri için veri madenciliği yöntemi uygulanmıştır. Buna göre, ölçütlerin ağırlıklandırılması için bulanık AHP, bankaların hizmet yeniliği performansına göre sıralanması için ise bulanık TOPSIS yöntemlerinden faydalanılmıştır. Elde edilen sonuçlara göre, müşterilerin en önemli boyut olduğu belirlenmiştir. Buna karşın, çalışanların ise daha düşük önem ağırlığına sahip olduğu sonucuna ulaşılmıştır. Ek olarak, herhangi bir banka türünün diğerlerine kıyasla bariz bir üstünlüğü bulunmadığı görülmüştür. Diğer bir ifadeyle, her banka türü içerisinde hem iyi hem de kötü performans sonuçlarına sahip olan bankalar bulunmaktadır. Bununla birlikte, en son sıralarda yabancı ve özel bankaların yer aldığı belirlenmiştir. Bu bağlamda, rekabetçi avantaj elde edebilmek için performansı düşük olan bu bankaların müşteri beklentilerini dikkate alan yeni hizmetler geliştirmeleri yerinde olacaktır.

ANALYSIS OF SERVICE INNOVATION PERFORMANCE IN TURKISH BANKING SECTOR USING A COMBINING METHOD OF FUZZY MCDM AND TEXT MINING

The purpose of the study is to examine the effecting factors for new service development capabilitiesin Turkish banking sector and to evaluate the performance of the banks in listed BIST based on theservice innovation performance. The novelty of the study is to employ a two-step analysisconsidering the data mining and the hybrid MCDM respectively. The method is applied by using thedata mining for extracting the literature based-criteria of service innovation. Accordingly, the fuzzyAHP is computed for weighting the criteria and the fuzzy TOPSIS is considered to rank the banksbased on the service innovation performance. The results demonstrate that the service conditions forthe customers are the most important factor in the service innovation performance while theemployees are weakly considered to evaluate the new service development. In addition, it is seen thatno bank type has a clear advantage over others. In other words, there are banks with both good andbad performance outcomes within each type of banking group. However, it is determined thatforeign banks and private banks took place in the worst order. In this context, in order to achieve acompetitive advantage, these low performing banks should focus on new services that take intoaccount the customer expectations

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