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E7 Bankacılık Sektöründe Müşteri Beklentilerinin Bulanık ANP Tabanlı Analizi

Yıl 2021, Cilt: 3 Sayı: 1, 17 - 39, 30.04.2020
https://doi.org/10.38009/ekimad.859636

Öz

Bu çalışma, E7 bankacılık sektöründeki müşteri beklentilerini analiz etmeyi amaçlamaktadır. Bu amaçla, bulanık ANP yaklaşımı kullanılarak 8 farklı kriter seçilmiş ve ağırlıklandırılmıştır. Sonuçlar, fiyatlandırma politikalarının erişim kolaylığı ve güvenliğinin bankacılık sektöründe müşteri memnuniyetini etkileyen önemli faktörler olduğunu göstermektedir. Bu nedenle, müşteriler bankacılık faaliyetlerinde maliyeti önemsedikleri için bankaların uygun fiyatlar talep etmeleri şiddetle tavsiye edilmektedir. Bir diğer önemli nokta ise, müşteriler açısından erişim kolaylığı önemli bir konu olduğundan, bankaların kritik lokasyonlarda yeterli sayıda şube ve ATM açması gerektiğidir. Son olarak, bu bankalar, güvenlik konusunda herhangi bir risk olmaması için BT geliştirmeye yatırım yapmalıdır. Bu konular göz önünde bulundurularak bankaların müşterilerin beklentilerini karşılaması çok daha kolay olabilecektir.

Kaynakça

  • Ahmed, R. R., Vveinhardt, J., Štreimikienė, D., Ashraf, M., & Channar, Z. A. (2017). Modified SERVQUAL model and effects of customer attitude and technology on customer satisfaction in banking industry: mediation, moderation and conditional process analysis. Journal of Business Economics and Management, 18(5), 974-1004.
  • Al-Azzam, A. F. M. (2015). The impact of service quality dimensions on customer satisfaction: A field study of Arab bank in Irbid city, Jordan. European Journal of Business and Management, 7(15), 45-53.
  • Al-Hawary, S. I. S., & Al-Smeran, W. F. (2016). Impact of electronic service quality on customers satisfaction of Islamic banks in Jordan. International Journal of Academic Research in Accounting, Finance and Management Sciences, 7(1), 170-188.
  • Ali, F., Kim, W. G., Li, J., & Jeon, H. M. (2018). Make it delightful: Customers' experience, satisfaction and loyalty in Malaysian theme parks. Journal of Destination Marketing & Management, 7, 1-11.
  • Amin, M. (2016). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. International Journal of Bank Marketing, 34(3), 280-306.
  • Andaleeb, S. S., Rashid, M., & Rahman, Q. A. (2016). A model of customer-centric banking practices for corporate clients in Bangladesh. International Journal of Bank Marketing, 34(4), 458-475.
  • Apak, S., Tuncer, G., Atay, E., & Koşan, N. İ. (2012). Insights From Knowledge Management to Radical Innovation:“Internet Banking Applications in the European Union”. Procedia-Social and Behavioral Sciences, 41, 45-50.
  • Athukorala, P. C., & Sen, K. (2004). The determinants of private saving in India. World Development, 32(3), 491-503.
  • Ayo, C. K., Oni, A. A., Adewoye, O. J., & Eweoya, I. O. (2016). E-banking users’ behaviour: e-service quality, attitude, and customer satisfaction. International Journal of Bank Marketing, 34(3), 347-367.
  • Ayo, C. K., Oni, A. A., Adewoye, O. J., & Eweoya, I. O. (2016). E-banking users’ behaviour: e-service quality, attitude, and customer satisfaction. International Journal of Bank Marketing, 34(3), 347-367.
  • Bakar, J. A., Clemes, M. D., & Bicknell, K. (2017). A comprehensive hierarchical model of retail banking. International Journal of Bank Marketing, 35(4), 662-684.
  • Bapat, D. (2017). Exploring the antecedents of loyalty in the context of multi-channel banking. International Journal of Bank Marketing, 35(2), 174-186.
  • Barua, Z., Aimin, W., & Hongyi, X. (2018). A perceived reliability-based customer satisfaction model in self-service technology. The Service Industries Journal, 38(7-8), 446-466.
  • Belás, J., Korauš, M., Kombo, F., & Korauš, A. (2016). Electronic banking security and customer satisfaction in commercial banks. Journal of security and sustainability issues.
  • Bozbura, F. T., Beskese, A., and Kahraman, C. (2007), “Prioritization of human capital measurement indicators using fuzzy AHP”, Expert systems with applications, Vol.32, No.4, pp.1100-1112.
  • Calisir, F., & Gumussoy, C. A. (2008). Internet banking versus other banking channels: Young consumers’ view. International journal of information management, 28(3), 215-221.
  • Chanana, M., & Gupta, K. (2016). Quality of work life and its impact on job performance: a study of SBI & HDFC banking professionals. International research journal of management, IT and social sciences, 3(5), 16-24.
  • Chang, D.Y. (1996), “Applications of extent analysis method on fuzzy AHP”, European Journal of Operational Research, Vol.95, pp.649-655.
  • Chatterjee, K., & Kar, S. (2018). Supplier selection in Telecom supply chain management: a Fuzzy-Rasch based COPRAS-G method. Technological and Economic Development of Economy, 24(2), 765-791.
  • Coccorese, P., & Pellecchia, A. (2013). Multimarket contact, competition and pricing in banking. Journal of International Money and Finance, 37, 187-214.
  • Dauda, S. Y., & Lee, J. (2015). Technology adoption: A conjoint analysis of consumers׳ preference on future online banking services. Information Systems, 53, 1-15.
  • Dincer, H. (2018). HHI-based evaluation of the European banking sector using an integrated fuzzy approach. Kybernetes.
  • Dincer, H., & Hacioglu, U. (2013). Performance evaluation with fuzzy VIKOR and AHP method based on customer satisfaction in Turkish banking sector. Kybernetes, 42(7), 1072-1085.
  • Dinçer, H., Hacıoğlu, Ü., & Yüksel, S. (2016a). Managerial and Market-Based Appraisal of Agriculture Banking Using ANP and ELECTRE Method. Management & Organizational Studies, 3(3), 29-40.
  • Dinçer, H., Hacıoğlu, Ü., & Yüksel, S. (2016b). Performance assessment of deposit banks with CAMELS analysis using fuzzy ANP-moora approaches and an application on Turkish banking sector. Asian Journal of Research in Business Economics and Management, 6(2), 32-56.
  • Dinçer, H., Hacıoğlu, Ü., & Yüksel, S. (2017). A Strategic Approach to Global Financial Crisis in Banking Sector: A Critical Appraisal of Banking Strategies Using Fuzzy ANP and Fuzzy Topsis Methods. International Journal of Sustainable Economies Management (IJSEM), 6(1), 1-21.
  • Dincer, H., Hacioglu, U., Tatoglu, E., & Delen, D. (2016). A fuzzy-hybrid analytic model to assess investors' perceptions for industry selection. Decision Support Systems, 86, 24-34.
  • Dinçer, H., Yuksel, S., & Adalı, Z. (2018). Relationship Between Non-Performing Loans, Industry, and Economic Growth of the African Economies and Policy Recommendations for Global Growth. In Globalization and Trade Integration in Developing Countries (pp. 203-228). IGI Global.
  • Dinçer, H., Yüksel, S., & Martínez, L. (2019c). Interval type 2-based hybrid fuzzy evaluation of financial services in E7 economies with DEMATEL-ANP and MOORA methods. Applied Soft Computing, 79, 186-202.
  • Dinçer, H., Yüksel, S., & Martínez, L. (2019b). Analysis of Balanced Scorecard-based SERVQUAL Criteria based on Hesitant Decision-making Approaches. Computers & Industrial Engineering.
  • Dinçer, H., Yüksel, S., & Pınarbaşı, F. (2019a). SERVQUAL-Based Evaluation of Service Quality of Energy Companies in Turkey: Strategic Policies for Sustainable Economic Development. In The Circular Economy and Its Implications on Sustainability and the Green Supply Chain (pp. 142-167). IGI Global.
  • Dinçer, H., Yüksel, S., Pınarbaşı, F., & Çetiner, İ. T. (2019d). Measurement of Economic and Banking Stability in Emerging Markets by Considering Income Inequality and Nonperforming Loans. In Maintaining Financial Stability in Times of Risk and Uncertainty (pp. 49-68). IGI Global.
  • Dominguez, M. (2017). Industry Specific Q&A: Financial/Banking Security. In Women in the Security Profession (pp. 13-17). Butterworth-Heinemann.
  • Felix, R. (2017). Service quality and customer satisfaction in selected banks in Rwanda. Journal of Business & Financial Affairs, 6(1), 246-256.
  • Firdous, S., & Farooqi, R. (2017). Impact of internet banking service quality on customer satisfaction. The Journal of Internet Banking and Commerce, 22(1), 1-17.
  • Fragoso, J. T., & Espinoza, I. L. (2017). Assessment of banking service quality perception using the SERVPERF model. Contaduría y Administración, 62(4), 1294-1316.
  • Gao, L. and Hailu, A. (2012). “Ranking management strategies with complex outcomes: An AHP-fuzzy evaluation of recreational fishing using an integrated agent-based model of a coral reef ecosystem”, Environmental Modelling & Software, Vol.31, pp. 3-18.
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Fuzzy ANP-Based Analysis of Customer Expectations In the E7 Banking Industry

Yıl 2021, Cilt: 3 Sayı: 1, 17 - 39, 30.04.2020
https://doi.org/10.38009/ekimad.859636

Öz

This study aims to analyze the customer expectations in E7 banking industry. For this purpose, 8 different criteria are selected and weighted by using fuzzy ANP approach. The results show that pricing policies ease of access and security are important factors that affect customer satisfaction in banking industry. Therefore, it is strongly recommended that banks should charge affordable prices because the customers give significance to the cost in banking activities. Another important point is that banks should open enough branches and ATMs in critical locations since the ease of access is an essential issue for the customers. Finally, these banks should invest in IT development so that there should not be any risk about the security. By considering these issues, it can be much easier for the banks to meet the expectations of the customers.

Kaynakça

  • Ahmed, R. R., Vveinhardt, J., Štreimikienė, D., Ashraf, M., & Channar, Z. A. (2017). Modified SERVQUAL model and effects of customer attitude and technology on customer satisfaction in banking industry: mediation, moderation and conditional process analysis. Journal of Business Economics and Management, 18(5), 974-1004.
  • Al-Azzam, A. F. M. (2015). The impact of service quality dimensions on customer satisfaction: A field study of Arab bank in Irbid city, Jordan. European Journal of Business and Management, 7(15), 45-53.
  • Al-Hawary, S. I. S., & Al-Smeran, W. F. (2016). Impact of electronic service quality on customers satisfaction of Islamic banks in Jordan. International Journal of Academic Research in Accounting, Finance and Management Sciences, 7(1), 170-188.
  • Ali, F., Kim, W. G., Li, J., & Jeon, H. M. (2018). Make it delightful: Customers' experience, satisfaction and loyalty in Malaysian theme parks. Journal of Destination Marketing & Management, 7, 1-11.
  • Amin, M. (2016). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. International Journal of Bank Marketing, 34(3), 280-306.
  • Andaleeb, S. S., Rashid, M., & Rahman, Q. A. (2016). A model of customer-centric banking practices for corporate clients in Bangladesh. International Journal of Bank Marketing, 34(4), 458-475.
  • Apak, S., Tuncer, G., Atay, E., & Koşan, N. İ. (2012). Insights From Knowledge Management to Radical Innovation:“Internet Banking Applications in the European Union”. Procedia-Social and Behavioral Sciences, 41, 45-50.
  • Athukorala, P. C., & Sen, K. (2004). The determinants of private saving in India. World Development, 32(3), 491-503.
  • Ayo, C. K., Oni, A. A., Adewoye, O. J., & Eweoya, I. O. (2016). E-banking users’ behaviour: e-service quality, attitude, and customer satisfaction. International Journal of Bank Marketing, 34(3), 347-367.
  • Ayo, C. K., Oni, A. A., Adewoye, O. J., & Eweoya, I. O. (2016). E-banking users’ behaviour: e-service quality, attitude, and customer satisfaction. International Journal of Bank Marketing, 34(3), 347-367.
  • Bakar, J. A., Clemes, M. D., & Bicknell, K. (2017). A comprehensive hierarchical model of retail banking. International Journal of Bank Marketing, 35(4), 662-684.
  • Bapat, D. (2017). Exploring the antecedents of loyalty in the context of multi-channel banking. International Journal of Bank Marketing, 35(2), 174-186.
  • Barua, Z., Aimin, W., & Hongyi, X. (2018). A perceived reliability-based customer satisfaction model in self-service technology. The Service Industries Journal, 38(7-8), 446-466.
  • Belás, J., Korauš, M., Kombo, F., & Korauš, A. (2016). Electronic banking security and customer satisfaction in commercial banks. Journal of security and sustainability issues.
  • Bozbura, F. T., Beskese, A., and Kahraman, C. (2007), “Prioritization of human capital measurement indicators using fuzzy AHP”, Expert systems with applications, Vol.32, No.4, pp.1100-1112.
  • Calisir, F., & Gumussoy, C. A. (2008). Internet banking versus other banking channels: Young consumers’ view. International journal of information management, 28(3), 215-221.
  • Chanana, M., & Gupta, K. (2016). Quality of work life and its impact on job performance: a study of SBI & HDFC banking professionals. International research journal of management, IT and social sciences, 3(5), 16-24.
  • Chang, D.Y. (1996), “Applications of extent analysis method on fuzzy AHP”, European Journal of Operational Research, Vol.95, pp.649-655.
  • Chatterjee, K., & Kar, S. (2018). Supplier selection in Telecom supply chain management: a Fuzzy-Rasch based COPRAS-G method. Technological and Economic Development of Economy, 24(2), 765-791.
  • Coccorese, P., & Pellecchia, A. (2013). Multimarket contact, competition and pricing in banking. Journal of International Money and Finance, 37, 187-214.
  • Dauda, S. Y., & Lee, J. (2015). Technology adoption: A conjoint analysis of consumers׳ preference on future online banking services. Information Systems, 53, 1-15.
  • Dincer, H. (2018). HHI-based evaluation of the European banking sector using an integrated fuzzy approach. Kybernetes.
  • Dincer, H., & Hacioglu, U. (2013). Performance evaluation with fuzzy VIKOR and AHP method based on customer satisfaction in Turkish banking sector. Kybernetes, 42(7), 1072-1085.
  • Dinçer, H., Hacıoğlu, Ü., & Yüksel, S. (2016a). Managerial and Market-Based Appraisal of Agriculture Banking Using ANP and ELECTRE Method. Management & Organizational Studies, 3(3), 29-40.
  • Dinçer, H., Hacıoğlu, Ü., & Yüksel, S. (2016b). Performance assessment of deposit banks with CAMELS analysis using fuzzy ANP-moora approaches and an application on Turkish banking sector. Asian Journal of Research in Business Economics and Management, 6(2), 32-56.
  • Dinçer, H., Hacıoğlu, Ü., & Yüksel, S. (2017). A Strategic Approach to Global Financial Crisis in Banking Sector: A Critical Appraisal of Banking Strategies Using Fuzzy ANP and Fuzzy Topsis Methods. International Journal of Sustainable Economies Management (IJSEM), 6(1), 1-21.
  • Dincer, H., Hacioglu, U., Tatoglu, E., & Delen, D. (2016). A fuzzy-hybrid analytic model to assess investors' perceptions for industry selection. Decision Support Systems, 86, 24-34.
  • Dinçer, H., Yuksel, S., & Adalı, Z. (2018). Relationship Between Non-Performing Loans, Industry, and Economic Growth of the African Economies and Policy Recommendations for Global Growth. In Globalization and Trade Integration in Developing Countries (pp. 203-228). IGI Global.
  • Dinçer, H., Yüksel, S., & Martínez, L. (2019c). Interval type 2-based hybrid fuzzy evaluation of financial services in E7 economies with DEMATEL-ANP and MOORA methods. Applied Soft Computing, 79, 186-202.
  • Dinçer, H., Yüksel, S., & Martínez, L. (2019b). Analysis of Balanced Scorecard-based SERVQUAL Criteria based on Hesitant Decision-making Approaches. Computers & Industrial Engineering.
  • Dinçer, H., Yüksel, S., & Pınarbaşı, F. (2019a). SERVQUAL-Based Evaluation of Service Quality of Energy Companies in Turkey: Strategic Policies for Sustainable Economic Development. In The Circular Economy and Its Implications on Sustainability and the Green Supply Chain (pp. 142-167). IGI Global.
  • Dinçer, H., Yüksel, S., Pınarbaşı, F., & Çetiner, İ. T. (2019d). Measurement of Economic and Banking Stability in Emerging Markets by Considering Income Inequality and Nonperforming Loans. In Maintaining Financial Stability in Times of Risk and Uncertainty (pp. 49-68). IGI Global.
  • Dominguez, M. (2017). Industry Specific Q&A: Financial/Banking Security. In Women in the Security Profession (pp. 13-17). Butterworth-Heinemann.
  • Felix, R. (2017). Service quality and customer satisfaction in selected banks in Rwanda. Journal of Business & Financial Affairs, 6(1), 246-256.
  • Firdous, S., & Farooqi, R. (2017). Impact of internet banking service quality on customer satisfaction. The Journal of Internet Banking and Commerce, 22(1), 1-17.
  • Fragoso, J. T., & Espinoza, I. L. (2017). Assessment of banking service quality perception using the SERVPERF model. Contaduría y Administración, 62(4), 1294-1316.
  • Gao, L. and Hailu, A. (2012). “Ranking management strategies with complex outcomes: An AHP-fuzzy evaluation of recreational fishing using an integrated agent-based model of a coral reef ecosystem”, Environmental Modelling & Software, Vol.31, pp. 3-18.
  • Ghani, M. A., Rahi, S., Yasin, N. M., & Alnaser, F. M. (2017). Adoption of internet banking: extending the role of technology acceptance model (TAM) with e-customer service and customer satisfaction. World Applied Sciences Journal, 35(9), 1918-1929.
  • Gu, J. C., Lee, S. C., & Suh, Y. H. (2009). Determinants of behavioral intention to mobile banking. Expert Systems with Applications, 36(9), 11605-11616.
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  • Kuo, T., Tsai, G. Y., Lu, I. Y., & Chang, J. S. (2016, December). Relationships among service quality, customer satisfaction and customer loyalty: A case study on mobile shopping APPs. In Proceeding, The 17th Asia Pacific Industrial Engineering and Management System conference (pp. 7-10).
  • Lee, J. H., Lim, W. G., & Lim, J. I. (2013). A study of the security of Internet banking and financial private information in South Korea. Mathematical and Computer Modelling, 58(1-2), 117-131.
  • Lee, L. W., Tang, Y., Yip, L. S., & Sharma, P. (2018). Managing customer relationships in the emerging markets–guanxi as a driver of Chinese customer loyalty. Journal of business research, 86, 356-365.
  • Leong, L. Y., Hew, T. S., Lee, V. H., & Ooi, K. B. (2015). An SEM–artificial-neural-network analysis of the relationships between SERVPERF, customer satisfaction and loyalty among low-cost and full-service airline. Expert Systems with Applications, 42(19), 6620-6634.
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  • Liébana-Cabanillas, F., Muñoz-Leiva, F., Sánchez-Fernández, J., & Viedma-del Jesús, M. I. (2016). The moderating effect of user experience on satisfaction with electronic banking: empirical evidence from the Spanish case. Information Systems and e-Business Management, 14(1), 141-165.
  • Lin, H. F. (2013). Determining the relative importance of mobile banking quality factors. Computer Standards & Interfaces, 35(2), 195-204.
  • Ling, G. M., Fern, Y. S., Boon, L. K., & Huat, T. S. (2016). Understanding customer satisfaction of internet banking: A case study in Malacca. Procedia Economics and Finance, 37, 80-85.
  • Lone, F. A., Aldawood, E. M., & Bhat, U. R. (2017). Comparative analysis of customer satisfaction towards Islamic and conventional banking: an empirical study from Saudi Arabia. International Review of Management and Marketing, 7(1), 273-280.
  • Long, P., & Vy, P. D. (2016). Internet Banking Service Quality, Customer Satisfaction and Customer Loyalty: The Case of Vietnam. International Journal of Strategic Decision Sciences (IJSDS), 7(1), 1-17.
  • Long, P., O'Connor, A., & Tuyen, P. D. (2017). The development and measurement of a customer satisfaction index (E-CSI) in electronic banking: an application to the central Vietnam region. International Journal of Strategic Decision Sciences (IJSDS), 8(3), 45-58.
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  • Navimipour, N. J., & Soltani, Z. (2016). The impact of cost, technology acceptance and employees' satisfaction on the effectiveness of the electronic customer relationship management systems. Computers in Human Behavior, 55, 1052-1066.
  • Navimipour, N. J., & Soltani, Z. (2016). The impact of cost, technology acceptance and employees' satisfaction on the effectiveness of the electronic customer relationship management systems. Computers in Human Behavior, 55, 1052-1066.
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  • Yilmaz, V., Ari, E., & Gürbüz, H. (2018). Investigating the relationship between service quality dimensions, customer satisfaction and loyalty in Turkish banking sector: an application of structural equation model. International Journal of Bank Marketing, 36(3), 423-440.
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  • Zameer, H., Tara, A., Kausar, U., & Mohsin, A. (2015). Impact of service quality, corporate image and customer satisfaction towards customers’ perceived value in the banking sector in Pakistan. International journal of bank marketing, 33(4), 442-456.
Toplam 87 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Ekonomi
Bölüm Makaleler
Yazarlar

Serhat Yuksel 0000-0002-9858-1266

Hasan Dinçer 0000-0002-8072-031X

Yayımlanma Tarihi 30 Nisan 2020
Gönderilme Tarihi 12 Ocak 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 3 Sayı: 1

Kaynak Göster

APA Yuksel, S., & Dinçer, H. (2020). Fuzzy ANP-Based Analysis of Customer Expectations In the E7 Banking Industry. Ekonomi İşletme Ve Maliye Araştırmaları Dergisi, 3(1), 17-39. https://doi.org/10.38009/ekimad.859636