Performance evaluation with fuzzy VIKOR and AHP method based on customer satisfaction in Turkish banking sector

Abstract

Purpose – Firms operating in the service sector must have a dynamic structure to be competitive in a volatile business environment. The dynamic structure brings skilled employees and talented managers together to create effective strategies for global competition. In traditional retail service companies, the majority of the staff interacts intensively with the clients and engaged in advanced facilities. The purpose of this research is to evaluate the performance results of the banks in Turkey based on the level of customer service and satisfaction within an interdisciplinary frame. Design/methodology/approach – The fuzzy VIKOR and AHP method has been applied to analyse the performance levels of Turkish banks registered in Borsa Istanbul. In order to obtain the dynamics of data, the customer satisfaction competencies have been identified as the reference points for experts. Findings – The empirical results confirm that the performance results of the banks vary based on customer satisfaction level and ownership types. The fundamental conclusion clarifies the facilities of the state-owned banks are suitable for meeting customer expectations, private bank's performance level is higher than foreign banks, foreign banks have the weakest performance results based on customer satisfaction level with a negative financial outcomes in local countries and finally, state-owned banks with their strong assets serve the customers in expected manner. Originality/value – Generating sales revenue based on effective customer services and quality improvement requires prompt response to changing competitive conditions and customer demands. Effective customer service in performance evaluation process has a strategic role in adopting competitive strategies. The originality of the study is to evaluate the performance results of the customer satisfaction using the hybrid approach under the fuzzy environment.

Factors Affecting Wealth Management Services:From Investors’ and Advisors’ Perspectives

“…The literature does include some applications of AHP in the banking sector, such as relocation of bank logistics facilities (Opasanon and Lertsanti [2013]), current bank account selection (Ishizaka and Nguyen [2013]), customer satisfaction in the Turkish banking sector (Dincer and Hacioglu [2013]), performance of WM banks (Wu, Lin, andTsai [2010, 2011]), bank performance evaluation (Stankeviciene and Mencaite [2012]), assessment of bank branches based on customer satisfaction (Momeni et al [2012]), assessment of personnel productivity in a large private bank (Azadeh et al [2011]), WM service selections (Yu and Ting [2011]), evaluation of emerging industry credit ability for the banking sector (Lin and Chen [2010]), rating of factors that inf luence e-banking development in Iran (Haghighi, Divandari, and Keimasi [2010]), bank loan decisions (Che, Wang, and Chuang [2010]), and merger strategies for commercial banks Lin [2009a, 2009b]).…”

Evaluating mobile services using integrated weighting approach and fuzzy VIKOR

“…VIKOR is a compromise ranking method for optimization of the multi-response process [65]. It introduces the multicriteria ranking indexes based on specific measures of “closeness” to the “ideal” solution [66]. The core of VIKOR lies in ranking and selection in the set of alternatives with conflicting criteria [67].…”

Competitive strategy selection in the European banking sector using a hybrid decision-making approach

“…The TOPSIS (The Technique for Order of Preference by Similarity to Ideal Solution) method is introduced by Hwang and Yoon (1981), which is a widely known multi-criteria decision method (MCDM) to rank alternatives in different research areas (Hacioglu and Dincer, 2013;Dincer and Hacioglu, 2013;Krohling and Campanharo, 2011;Jiang et al, 2011;Nezhad and Damghani, 2010;Sun, 2010;Tzeng et al, 2005;Abo-Sinna and Amer, 2005;Opricovic and Tzeng, 2004;Olson, 2004;Cheng et al, 2003;Feng and Wang, 2000). Some of the recent application areas of this technique are suppliers (Büyüközkan and Çifçi, 2012;Wang et al, 2009), competition (Torlak et al, 2011;Sun and Lin, 2009), finance (Hacioglu and Dincer, 2013; Dincer and Hacioglu, 2013), manufacturing (Vahdani et al, 2011;Liao, 2003;Jee and Kang, 2000), risk management (Wang and Elhag, 2006), and business intelligence (Rouhani et al 2012).…”