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

Yıl 2020, Cilt: 19 Sayı: Temmuz 2020(Özel Ek) - Prof. Dr. Sabri ORMAN Özel Sayısı, 73 - 94, 31.07.2020

Merve Koçak , Ahmet Çalık

Öz

Günümüzde, artan sayıda banka kuruluşu, müşteri ilişkilerini geliştirmek ve pazar paylarını artırmak için çeşitli araçlar uygulayarak müşteri odaklı olmaya çalışmaktadırlar. Bu çalışmada, müşterilerin banka seçim sürecindeki tercih nedenlerini araştırmak ve belirlenen bankalar arasından sıralama yapmak için bir Çok Kriterli Karar Verme (ÇKKV) çerçevesi önerilmektedir. Analitik hiyerarşi prosesi (AHP) hem klasik mantık hem de bulanık mantık ortamları altında uygulanarak karar vericilerin görüşlerindeki belirsizlik daha iyi yansıtılmış ve TOPSIS yöntemi ile alternatif bankaların sıralaması araştırılmıştır. Modelimizde altı kriter (mevduat faiz oranı, kredi faiz oranı, ATM sayısı, ücret ve komisyonlar, tavsiye ve personel özellikleri) ve beş banka temelinde geliştirilmiştir. Bir dış ticaret şirketinin üç uzmanı ile bir görüşme gerçekleştirilmiş; üç uzmandan alınan yanıtlar, en önemli kriterlerin kredi faiz oranı, mevduat faiz oranı ve ücretler ve komisyonlar, tavsiyenin ise en önemsiz kriter olduğunu göstermektedir. Ayrıca AHP ve TOPSIS yöntemleri kullanılarak dördüncü banka en uygun alternatif olarak seçilmiştir. Bu çalışma, AHP ve TOPSIS yöntemleri yardımıyla banka seçim süreci için farklı bulanık ortamlarda bir karar verme çerçevesi önererek bu konuyu ele almak isteyen uzmanların karar vermelerine yardımcı olmaktadır.

Anahtar Kelimeler

AHP, Aralık Tip-2 Bulanık AHP, Banka Seçimi, Tip-1 Bulanık AHP, TOPSIS

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

Öz

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.

Anahtar Kelimeler

AHP, Interval Type-2 Fuzzy AHP, Bank Selection, Type-1 Fuzzy AHP, TOPSIS

Kaynakça

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