E7 Bankacılık Sektöründe Müşteri Beklentilerinin Bulanık ANP Tabanlı Analizi

Yıl 2021, Cilt: 3 Sayı: 1, 17 - 39, 30.04.2020

Serhat Yuksel , Hasan Dinçer

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.

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

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