RANKING THE SKILL PRIORITIES OF BANKING MANAGERS FOR SERVICE DEVELOPMENT WITH FUZZY QUALIFLEX

Yıl 2021, Cilt: 2 Sayı: 1, 109 - 128, 23.04.2021

Hasan Dinçer Serhat Yuksel

Öz

This study aims to evaluates the skills required by bank managers to be successful in developing new products and services. In this process, 3 different types of skills were identified: technical, conceptual and human skills. Fuzzy QUALIFLEX method is considered to rank these different skills. The findings state that conceptual skills are the most significant for the bank managers in order for the success of new service development process. Thus, it is recommended that banks should employ managers to the new product and service development department who have more effective conceptual skills. Because the managers, who have conceptual thinking skills, question why an event is necessary. Therefore, they can solve their complexity more successfully. Since this situation is crucial for new service development process, banks should firstly make a survey analysis with the candidates to understand their skills more effectively and give priorities for the people who have conceptual skills.

Anahtar Kelimeler

Skill Priorities, Banking Industry, New Service Development, Fuzzy QUALIFLEX

BANKA YÖNETİCİLERİNİN HİZMET GELİŞTİRME ÖNCELİKLERİNİN BULANIK QUALIFLEX İLE ANALİZ EDİLMESİ

Öz

Bu çalışma, banka yöneticilerinin yeni ürün ve hizmetler geliştirmede başarılı olabilmeleri için ihtiyaç duydukları becerileri değerlendirmeyi amaçlamaktadır. Bu süreçte, teknik, kavramsal ve insan becerileri olmak üzere 3 farklı beceri türü belirlenmiştir. Bulanık QUALIFLEX yöntemi bu farklı becerileri sıralayabilmek için dikkate alınmıştır. Bulgular, yeni hizmet geliştirme sürecinin başarısına yönelik olarak, banka yöneticileri için kavramsal becerilerin en önemli faktör olduğunu ortaya koymaktadır. Bu nedenle, bankaların yeni ürün ve hizmet geliştirme departmanına daha etkin kavramsal becerilere sahip yöneticiler istihdam etmesi önerilmektedir. Çünkü kavramsal düşünme becerisine sahip yöneticiler, bir olayın neden gerekli olduğunu sorgulamaktadır. Bu nedenle, bahsi geçen yöneticiler meydana gelen karmaşıklıkları daha başarılı bir şekilde çözebilmektedirler. Bu durum yeni hizmet geliştirme süreci için hayati önem taşıdığından, bankaların öncelikle becerilerini daha etkili anlayabilmeleri ve kavramsal becerilere sahip kişilere öncelik verebilmeleri için adaylarla anket analizi yapmaları yerinde olacaktır.

Anahtar Kelimeler

Bankacılık Sektörü, Yeni Hizmet Geliştirme, Bulanık QUALIFLEX

Kaynakça

• Biemans, Wim, and Abbie Griffin. "Innovation practices of B2B manufacturers and service providers: Are they really different?." Industrial Marketing Management 75 (2018), 112-124.
• Chen, Kaui-Hwang, et al. "Service innovation and new product performance: The influence of market-linking capabilities and market turbulence." International Journal of Production Economics 172 (2016), 54-64.
• Chen, Ting-Yu, Chien-Hung Chang, and Jui-fen Rachel Lu. "The extended QUALIFLEX method for multiple criteria decision analysis based on interval type-2 fuzzy sets and applications to medical decision making." European Journal of Operational Research 226/3 (2013), 615-625.
• Crumbly, Jack, and Lemuria Carter. "Social media and humanitarian logistics: The impact of task-technology fit on new service development." Procedia Engineering 107 (2015), 412-416.
• Dinçer, Hasan, and Serhat Yüksel. "Comparative evaluation of BSC-based new service development competencies in Turkish banking sector with the integrated fuzzy hybrid MCDM using content analysis." International Journal of Fuzzy Systems 20/8 (2018), 2497-2516.
• Dincer, Hasan, and Serhat Yuksel. "IT2-based fuzzy hybrid decision making approach to soft computing." IEEE Access 7 (2019), 15932-15944.
• Dinçer, Hasan, Ümit Hacıoğlu, and Serhat Yüksel. "Determining influencing factors of currency exchange rate for decision making in global economy using MARS method." Geopolitics and strategic management in the global economy. IGI Global, (2018), 261-273.
• Ersin, İrfan, and Serkan Eti. "Measuring the Waste-Conscious and Saving Habits of the Youth in Turkey: The Sample of Istanbul Medipol University." International Journal of Islamic Economics and Finance Studies 30/5618 (2017), 1-9.
• Eti, Serkan, Hasan Dinçer, and Serhat Yüksel. "G20 Ülkelerinde Bankacılık Sektörünün 5 Yıllık Geleceğinin ARIMA Yöntemi İle Tahmin Edilmesi." Uluslararası Hukuk ve Sosyal Bilim Araştırmaları Dergisi 1/1 (2019), 26-38.
• Islam, Md Asadul, et al. "Determinants of Profitability of Commercial Banks in Bangladesh." International Journal of Banking and Financial Law 1/1 (2017), 1-11.
• Li, Jian, and Jian-qiang Wang. "An extended QUALIFLEX method under probability hesitant fuzzy environment for selecting green suppliers." International Journal of Fuzzy Systems 19/6 (2017), 1866-1879.
• Luo, Dan, et al. "The impact of foreign bank penetration on the domestic banking sector: new evidence from China." The European Journal of Finance 23/7-9 (2017), 752-780.
• Martovoy, Andrey, and Anne-Laure Mention. "Patterns of new service development processes in banking." International Journal of Bank Marketing 34/1 (2016), 62-77.
• Mendes, Glauco HS, et al. "Uncovering the structures and maturity of the new service development research field through a bibliometric study (1984-2014)." Journal of Service Management (2017).
• Paelinck, Jean HP. "Qualitative multiple criteria analysis, environmental protection and multiregional development." Papers of the Regional Science Association. Vol. 36. No. 1. Springer-Verlag, 1976.
• Rebai, Abdelwaheb, Belaïd Aouni, and Jean-Marc Martel. "A multi-attribute method for choosing among potential alternatives with ordinal evaluation." European Journal of Operational Research 174/1 (2006), 360-373.
• Van Dinh, Uyen Le, and Phuong Le. "Measuring the impacts of internet banking to bank performance-Evidence from Vietnam." (2015).
• YuSheng, Kong, and Masud Ibrahim. "Service innovation, service delivery and customer satisfaction and loyalty in the banking sector of Ghana." International Journal of Bank Marketing (2019).
• Zhang, Xiaolu, and Zeshui Xu. "Hesitant fuzzy QUALIFLEX approach with a signed distance-based comparison method for multiple criteria decision analysis." Expert systems with applications 42/2 (2015), 873-884.