BANKA ŞUBELERİ İÇİN UYGUN YER SEÇİMİNİN BELİRLENMESİNE YÖNELİK TABU ARAMA YAKLAŞIMI: BİR TÜRK BANKASI UYGULAMASI

Yıl 2015, Cilt: 26 Sayı: 3, 2 - 22, 12.10.2015

Ayfer Başar , Özgür Kabak , Y. İlker Topçu

Öz

Teknolojik gelişmelere bağlı olarak banka şubeleri tarafından sunulan hizmetin karşılanabileceği alternatif kanalların kullanımında artış olmasına rağmen, mevcut müşterilerin bankaya sadakatini arttırmak, yeni müşteri elde etmek ve tüm müşterilerle iletişimi sürdürebilmek açısından şubeleşme, bankalar açısından önemini korumaktadır. Şube yerleşimi için belirlenecek yer, çok sayıda faktöre bağlı olarak değişkenlik gösterebilmektedir. Bu çalışmada, banka şubeleri için en uygun yerleşim yerinin bulunması ile ilgili özgün bir yöntem sunulmaktadır. Bu amaçla, öncelikle detaylı yazın araştırması yapılarak ve uzman görüşünden yararlanarak banka şubeleri için en uygun yerlerin belirlenmesini etkileyecek kriterler tespit edilmiştir. İkinci aşamada, bankacılık sektöründe deneyim sahibi uzmanların görüşlerinden yararlanarak ve ikili karşılaştırma yönteminin yardımıyla hiyerarşik yapıdaki kriterlerin dört farklı şube tipi için önem seviyesi belirlenmiştir. Önceliklendirilen kriterler, banka şubelerinin yerleşimi için uygulanmak üzere önerilen matematiksel modelde kullanılmıştır. Modelin büyük ölçekli problemler için en iyi çözümünün bulunamaması nedeniyle, Tabu Arama sezgisel yaklaşımı geliştirilmiştir. Son olarak, önerilen yöntem, Türkiye’de hizmet veren büyük bir bankanın İstanbul’daki şube yeri seçim problemi için uygulanmıştır.

Anahtar Kelimeler

Banka şubesi, yer seçimi, matematiksel model, tabu arama

Teşekkür

Bu makaleye temel oluşturan doktora tezinin hazırlanma sürecinde desteğini esirgemeyen değerli tez danışmanlarım Prof. Dr. Y. İlker Topçu ile Yrd. Doç. Dr. Özgür Kabak’a; görüşleri sayesinde tezin gelişmesine katkı sağlayan tez izleme komitesi üyelerinden Prof. Dr. Bülent Çatay, Doç. Dr. Dilay Çelebi ve Doç. Dr. Burçin Bozkaya’ya teşekkürlerimi sunarım. Öte yandan, ihtiyaç duyulan verilerin temini konusunda yardımcı olan Doç. Dr. Burçin Bozkaya ve Ali Yeşilçimen’e teşekkür ederim.

TABU SEARCH APPROACH FOR LOCATING BANK BRANCHES: AN APPLICATION FOR A TURKISH BANK

Öz

Although technology has improved and distribution channels have become alternative opportunities for reaching bank services, the branch offices are still important for the banks to gain new customers and keep in touch with them. Growth in population and urbanization in Turkey forces the banks to increase the number of their branch offices in service to reach new customers. Finding the best location for bank branches depends on a number of distinct measures. This paper presents a methodology to find the best location of bank branches. For this aim, firstly, a number of criteria are selected by the help of a detailed literature review and expert judgments. Subsequently priorities of these criteria for four different types of bank branches are identified based on expert judgments using pairwise comparisons. The priorities are used in a new mathematical model developed to decide the best branch locations of bank branches. Since optimal solution cannot be easily found for big regions, a Tabu Search heuristic approach is developed. Finally, the proposed methodology is applied for a large Turkish national bank’s branch location problem in Istanbul.

Anahtar Kelimeler

Bank branches, location, mathematical modeling, tabu search

Kaynakça

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