E7 Bankacılık Sektöründe Müşteri Beklentilerinin Bulanık ANP Tabanlı Analizi

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.

Anahtar Kelimeler

• Müşteri Beklentisi
• Bankacılık Sektörü
• Bulanık ANP

Fuzzy ANP-Based Analysis of Customer Expectations In the E7 Banking Industry

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.

Anahtar Kelimeler

• Customer Expectation
• Banking Industry
• Fuzzy ANP

Kaynakça

1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
6. 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.
7. 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.
8. Athukorala, P. C., & Sen, K. (2004). The determinants of private saving in India. World Development, 32(3), 491-503.

9. 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.
10. 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.
11. 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.
12. Bapat, D. (2017). Exploring the antecedents of loyalty in the context of multi-channel banking. International Journal of Bank Marketing, 35(2), 174-186.
13. 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.
14. Belás, J., Korauš, M., Kombo, F., & Korauš, A. (2016). Electronic banking security and customer satisfaction in commercial banks. Journal of security and sustainability issues.
15. 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.
16. Calisir, F., & Gumussoy, C. A. (2008). Internet banking versus other banking channels: Young consumers’ view. International journal of information management, 28(3), 215-221.
17. 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.
18. Chang, D.Y. (1996), “Applications of extent analysis method on fuzzy AHP”, European Journal of Operational Research, Vol.95, pp.649-655.
19. 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.
20. Coccorese, P., & Pellecchia, A. (2013). Multimarket contact, competition and pricing in banking. Journal of International Money and Finance, 37, 187-214.
21. Dauda, S. Y., & Lee, J. (2015). Technology adoption: A conjoint analysis of consumers׳ preference on future online banking services. Information Systems, 53, 1-15.
22. Dincer, H. (2018). HHI-based evaluation of the European banking sector using an integrated fuzzy approach. Kybernetes.
23. 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.
24. 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.
25. 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.
26. 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.
27. 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.
28. 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.
29. 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.
30. Dinçer, H., Yüksel, S., & Martínez, L. (2019b). Analysis of Balanced Scorecard-based SERVQUAL Criteria based on Hesitant Decision-making Approaches. Computers & Industrial Engineering.
31. 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.
32. 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.
33. Dominguez, M. (2017). Industry Specific Q&A: Financial/Banking Security. In Women in the Security Profession (pp. 13-17). Butterworth-Heinemann.
34. Felix, R. (2017). Service quality and customer satisfaction in selected banks in Rwanda. Journal of Business & Financial Affairs, 6(1), 246-256.
35. 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.
36. Fragoso, J. T., & Espinoza, I. L. (2017). Assessment of banking service quality perception using the SERVPERF model. Contaduría y Administración, 62(4), 1294-1316.
37. 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.
38. 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.
39. 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.
40. Huang, T. H., Hu, C. N., & Chang, B. G. (2018). Competition, efficiency, and innovation in Taiwan’s banking industry—An application of copula methods. The Quarterly Review of Economics and Finance, 67, 362-375.
41. Iberahim, H., Taufik, N. M., Adzmir, A. M., & Saharuddin, H. (2016). Customer satisfaction on reliability and responsiveness of self service technology for retail banking services. Procedia Economics and Finance, 37, 13-20.
42. Kaura, V., Durga Prasad, C. S., & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33(4), 404-422.
43. 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).
44. 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.
45. 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.
46. 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.
47. Leroy, A., & Lucotte, Y. (2015). Heterogeneous monetary transmission process in the Eurozone: Does banking competition matter?. International Economics, 141, 115-134.
48. 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.
49. Lin, H. F. (2013). Determining the relative importance of mobile banking quality factors. Computer Standards & Interfaces, 35(2), 195-204.
50. 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.
51. 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.
52. 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.
53. 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.
54. Ma, J., Lu, J. and Zhang, G. (2010), “Decider: A fuzzy multi-criteria group decision support system”, Knowledge-Based Systems, Vol.23, No.1, pp.23-31.
55. Machogu, A. M., & Okiko, L. (2015). E-banking complexities and the perpetual effect on customer satisfaction in Rwandan commercial banking industry: Gender as a moderating factor. The Journal of Internet Banking and Commerce, 20(3).
56. Mahmud, S. H., Kabir, M. A., Salem, O. A., & Fernand, K. N. G. (2016, December). The comparative analysis of online shopping information platform's security based on customer satisfaction. In 2016 5th International Conference on Computer Science and Network Technology (ICCSNT) (pp. 157-161). IEEE.
57. Masoud, E., & AbuTaqa, H. (2017). Factors affecting customers' adoption of e-banking services in Jordan. Information Resources Management Journal (IRMJ), 30(2), 44-60.
58. Mohammadi, H. (2015). A study of mobile banking loyalty in Iran. Computers in Human Behavior, 44, 35-47.
59. Morgan, R. E., Cronin, E., & Severn, M. (1995). Innovation in banking: new structures and systems. Long Range Planning, 28(3), 9-100.
60. Mwatsika, C. (2016). Factors influencing customer satisfaction with ATM banking. International Journal of Academic Research in Business and Social Sciences, 6(2), 26-41.
61. 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.
62. 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.
63. Ngo, V. M., & Nguyen, H. H. (2016). The relationship between service quality, customer satisfaction and customer loyalty: An investigation in Vietnamese retail banking sector. Journal of Competitiveness.
64. Parameswar, N., Dhir, S., & Dhir, S. (2017). Banking on innovation, innovation in banking at ICICI bank. Global Business and Organizational Excellence, 36(2), 6-16.
65. Paul, J., Mittal, A., & Srivastav, G. (2016). Impact of service quality on customer satisfaction in private and public sector banks. International Journal of Bank Marketing, 34(5), 606-622.
66. Perçin, S. (2019). An integrated fuzzy SWARA and fuzzy AD approach for outsourcing provider selection. Journal of Manufacturing Technology Management, 30(2), 531-552.
67. Pereira, H. G., de Fátima Salgueiro, M., & Rita, P. (2017). Online determinants of e-customer satisfaction: application to website purchases in tourism. Service Business, 11(2), 375-403.
68. Rahi, S., Yasin, N. M., & Alnaser, F. M. (2017). Measuring the role of website design, assurance, customer service and brand image towards customer loyalty and intention to adopt internet banking. Journal of Internet Banking and Commerce, 22(S8).
69. Raj, S. R., Sen, K., & Kathuria, V. (2014). Does banking development matter for new firm creation in the informal sector? Evidence from India. Review of Development Finance, 4(1), 38-49.
70. Ramkumar, M., Schoenherr, T., & Jenamani, M. (2016). Risk assessment of outsourcing e-procurement services: integrating SWOT analysis with a modified ANP-based fuzzy inference system. Production Planning & Control, 27(14), 1171-1190.
71. Raza, S. A., Jawaid, S. T., & Hassan, A. (2015). Internet banking and customer satisfaction in Pakistan. Qualitative Research in Financial Markets, 7(1), 24-36.
72. Saaty, T.L. (1996), Decision Making with Dependence and Feedback: The Analytic Network Process. RWS Publications, Pittsburgh.
73. Sampaio, C. H., Ladeira, W. J., & Santini, F. D. O. (2017). Apps for mobile banking and customer satisfaction: a cross-cultural study. International Journal of Bank Marketing, 35(7), 1133-1153.
74. Selvakumar, J. J. (2016). Impact of service quality on customer satisfaction in public sector and private sector banks. Purushartha: A Journal of Management Ethics and Spirituality, 8(1).
75. Sikdar, P., Kumar, A., & Makkad, M. (2015). Online banking adoption: A factor validation and satisfaction causation study in the context of Indian banking customers. International Journal of Bank Marketing, 33(6), 760-785.
76. Simon, V. T., & Thomas, A. S. R. (2016). Effect of electronic banking on customer satisfaction in selected commercial banks, Kenya. International Academic Journal of Human Resource and Business Administration, 2(2), 41-63.
77. Tang, J. W., & Hsu, T. H. (2018). Utilizing the hierarchy structural fuzzy analytical network process model to evaluate critical elements of marketing strategic alliance development in mobile telecommunication industry. Group Decision and Negotiation, 27(2), 251-284.
78. Tesfaye, S., Abera, M., & Mengesha, T. (2019). Factors Affecting Customer’s Bank Selection Decision: A Study on Commercial Bank in Jimma Town Ethiopia. International Journal of Islamic Business and Economics (IJIBEC), 27-48.
79. Tham, J., Ab Yazid, M. S., Khatibi, A. A., & Azam, S. F. (2017). Internet and data security–understanding customer perception on trusting virtual banking security in Malaysia. European Journal of Social Sciences Studies.
80. Uygun, Ö., Kaçamak, H., & Kahraman, Ü. A. (2015). An integrated DEMATEL and Fuzzy ANP techniques for evaluation and selection of outsourcing provider for a telecommunication company. Computers & Industrial Engineering, 86, 137-146.
81. Wang, M., Cho, S., & Denton, T. (2017). The impact of personalization and compatibility with past experience on e-banking usage. International Journal of Bank Marketing, 35(1), 45-55.
82. Wang, Y., So, K. K. F., & Sparks, B. A. (2017). Technology readiness and customer satisfaction with travel technologies: A cross-country investigation. Journal of Travel Research, 56(5), 563-577.
83. 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.
84. Yousuf, M. A., & Wahab, E. B. (2017). The role of trust in the relationship between quality factors and customer satisfaction in mobile banking: a conceptual framework. The Social Sciences, 12(4), 712-718.
85. Yu, X., Guo, S., Guo, J. and Huang, X. (2011), “Rank B2C e-commerce websites in e-alliance based on AHP and fuzzy TOPSIS”, Expert Systems with Applications, Vol.38, pp. 3550-3557.
86. Yüksel, S., Mukhtarov, S., Mammadov, E., & Özsarı, M. (2018). Determinants of profitability in the banking sector: an analysis of post-soviet countries. Economies, 6(3), 41.
87. 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.