Author :
Abstract
Günümüz rekabetçi bankacılık ortamında, bankaların pazarda farklılaşmamış ürünler ve hizmetler sunduğu düşünülürse bankaların rekabet avantajı elde etmesi için hizmet kalitesine daha fazla önem vermeleri gerekmektedir. Hizmet kalitesine önem veren bankalar daha yüksek gelir, müşteri sadakati ve rekabet avantajı sağlayabilirler. Bu nedenle bu çalışma en iyi hizmet kalitesine sahip olan banka şubesinin belirlenmesi amacıyla yapılmıştır. Bunu gerçekleştirmek için analize bir temel oluşturmak üzere Servqual modeli kullanılmıştır. Model oluşturulduktan sonra Bulanık Topsis yöntemi kullanılarak en yüksek hizmet kalitesine sahip olan banka şubesi belirlenmiştir. Araştırma sonucunda çalışmaya dahil edilen özel bankaların kamu bankalarına kıyasla daha yüksek hizmet kalitesine sahip oldukları ifade edilebilir. Banka müşterilerinin algılarına göre en iyi hizmet kalitesi boyutu güvenilirlik olurken en düşük boyutların güven ve fiziksel özellikler olduğu tespit edilmiştir. Bu çalışma bankaların yönetimine birtakım öneriler sunacak ve hizmet kalitesini iyileştirme yönünde bazı kararlar almalarını sağlayacaktır.
Keywords
Abstract
In the current competitive banking environment, banks should place more emphasis on service quality in order to achieve competitive advantage if banks are offering undifferentiated products and services in the market. Banks that attach importance to service quality can achieve higher income, customer loyalty and competitive advantage. Therefore, this study was conducted to determine the best service quality bank branch. To do this, Servqual model was used to form a basis for analysis. After establishing the model, the Bank branch with the highest service quality was determined by using the Fuzzy Topsis method. As a result of the research, it can be stated that private banks have higher service quality than public banks in the study. According to the customers' perceptions, the best quality of service dimension was reliability, while the lowest dimensions were tangibles and assurance. This study will give some suggestions to the management of banks and will enable them make some decisions to improve the service quality.
Keywords
- Abdolvand, M. A., Taghipouryan and Mohammad Javad, (2011). Evaluation of Customs Service
- Abdolvand, M. A., Taghipouryan and Mohammad Javad, (2011). Evaluation of Customs ServiceQuality by Using Fuzzy SERQUAL and fuzzy MCDM” American Journal of Scientific Research, 35, s. 88-103.
- Alakavuk, Elif. (2007). “Hizmet Kalitesi Kavramlar, Yaklaşımlar ve Uygulamalar”, Ed. Akbaba, A.,Tavmergen, İ.G., Akan, P., Gümüşoğlu, Ş., Detay Yayıncılık, AnkaraAnderson. Elizabeth A., (1995).“Measuring Service Quality at a University Health Clinic”, International Journal of Health Care Quality Assurance, Vol.8 No.2, 1995, Pp. 32-37.
- Anderson. Elizabeth A., Zwelling, L.A.,(1996). “Measuring Service Quality at the University ofTexas M.D. Anderson Cancer Center”, International Journal of Health Care Quality Assurance, Vol.9 No.7, Pp. 9-22
- Athanassopoulus, A.D. (1997). “Another look into the agenda of customer Satisfaction: focusing onservice providers’ own and perceived viewpoints”. International Journal of Bank Marketing, 15(7): 264-78
- Awasthi, B., Friedman, J., & Williams, M.A. (2011). Processing of low spatial frequency faces atperiphery in choice reaching tasks. Neuropsychologia, 49(7), 2136-2141. doi:10.1016/j.neuropsychologia.2011.03.003
- Aydin, Şule. (2007). “Hizmet Kalitesi Kavramlar, Yaklaşımlar ve Uygulamalar”, Ed. Akbaba, A.,Bandemer, H. and Gottwald, S.(1995). Fuzzy Sets, Fuzzy Logic, Fuzzy Methods, John Wiley & Sons, ISBN 0-471-95636-8.
- Brown, S.W, Gummesson, E., Edvardsson, B., & Gustavsson, B. (Eds).(1991). Service Quality: Multidisciplinary and Multinational Perspectives, Lexington: Lexington Books
- Carman. James, (1990). “ Consumer Perceptions of Service Quality: An Assessment of the Servqual Dimensions”, Journal of Retailing, Vol: 66 No.1, Pp. 33-55
- Caruana, A, & Pitt, L.(1997). Intqual-An Measure of Service Quality and the Link Between Service Quality and Business Performance, European Journal of Marketing, 31(8), 604-616
- Chaoprasert, C., and Elsey, B. (2004). “Service quality improvement in Thai retail banking and its management implications”. ABAC Journal, 24(1): 47-66.
- Chen, S. J., & Hwang, C. L. (1992). Fuzzy multiple attribute decision making: Methods and applications. Berlin: Springer.
- Chen, C. T. (2000). Extensions of the TOPSIS for group decision-making under Fuzzy environment. Fuzzy Sets and Systems, 114(1), 1–9.
- Chen, C. T., Lin, C. T., & Huang, S. F. (2006). A Fuzzy approach for supplier evaluation and selection in supply chain management. International Journal of Production Economics, 102, 289–301.
- Cronin, J. and Taylor, S. (1992). “Measuring Service Quality: A Reexamination and Extension”, Journal of Marketing, 56(3):55-68
- Hossain, M. and Leo, S. (2009).” Customer perception on service quality in retail banking in MiddleEast: the case of Qatar”, International Journal of Islamic and Middle Eastern Finance and Management, 2(4): 338-350
- Hwang, C. L., & Yoon, K. (1981). Multiple attributes decision making methods and applications. Springer.: Berlin
- Kilbourne, W.;Duffy,A.,Duffy M. and Giarchi, G.(2004). “The Applicability of Servqual in Cross-National Measurements of HealthCare Quality”, Journal of Service Marketing, Vol. 18, N.7, Pp.524-Li, W.; Yu, S.; Pei, H.; Zhao, C.; Tian, B. (2017). “A hybrid approach based on fuzzy AHP and 2-tuple fuzzy linguistic method for evaluation in-flight service quality”, Journal of Air Transport Management, 60: 49-64
- Liu, R.; cui,L.; Zeng, G.; Wu, H.; Wang,C.; Yan, S.; Yan, S. (2015). “Applying the fuzzySERVQUAL method to measure the service qualityin certification & inspection industry”, Applied Soft Computing, 26: 508-512
- Lau, M.M.; Cheung, R.; Lam, A.Y.C.; Chu, Y.T.(2013). “Measuring Service Quality in The Banking Industry: A Hong Kong Based Study”, Contemporary Management Research, 9(3): 263-282
- Lupa, T. (2013). A fuzzy ServQual based method for reliable measurements of education quality in Italian higher education area, Expert System with Applications, 40: 7096-7110
- Mangold,W.G.&Babakus,E.,(1991). “Service Quality: The Front Stage vs. The Back Stage Perspective”, The Journal of Services Marketing, 5(4), Pp: 59-70
- Muyeed, M.A. (2012). “Customer Perception on Service Quality in Retail Banking in Developing Countries - A Case Study”, International Journal of Marketing Studies, 4(1): 116-122
- Pak, J. Y.; Thai, V. V.; Yeo, G. T. (2015). “Fuzzy MCDM Approach for Evaluating Intangible9Resources Affecting Port Service Quality”, The Asian Journal of Shipping and Logistics, 31(4):459-Parasuraman. A., Zeithaml, V.A. and Berry, L.L.( 1985). “A Conceptual Model of Service Quality And Its Implecations For Future Research”, Journal of Marketing, Vol: 49 No.4, Pp. 41-50
- Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988).” SERVQUAL: A multiple-item scale for measuring perceptions of service quality”. Journal of Retailing, 64(Spring), 2–40.
- Peyrot, M.,Cooper, P., Schnapf, D,.(1993). “Consumer Satisfaction and Perceived Quality of Outpatient Health Servces”, Journal of Health Care Marketing, Vol.13, No. 1, S. 24-33
- Shukla,,R. K., Garg, D&Agarwal , A.(2014) “An Integrated Approach Of Fuzzy AHP And FuzzyTOPSIS in Modeling Supply Chain Coordination”, Production & Manufacturing Research, 2:1, 415-Stefano,N.M.; Casarotto Filho, N.; Barichello, R; Sohn, A.P. (2015). “A fuzzy SERVQUAL based method for evaluated of service quality in the hotel industry”, Procedia CIRP, 30: 433-438
- Şenel ,B., Şenel, M., Gümüştekin, G. (2012). E-Hizmet Kalitesine göre Sanal Alışveriş Sitelerinin Değerlendirilmesi. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 33, 85-100
- Şenel, M., Şenel, B., Özkara, B. (2014). “Yeniden Yapılanma Sürecinde Olan Türkiye CumhuriyetiDevlet Demiryollarında Hizmet Kalitesi”, Anadolu Üniversitesi Sosyal Bilimler Dergisi, 14(3):65-Uludağ, A. S., Doğan, H,. (2016).” Çok Kriterli Karar Verme Yöntemlerinin KarşılaştırılmasınaOdaklı Bir Hizmet Kalitesi Uygulaması”. Çankırı Karatekin Üniversitesi İİBF Dergisi, 6(2), s.17-48.Ustasüleyman, T. (2009).” Bankacılık Sektöründe Hizmet Kalitesinin Değerlendirilmesi: Ahs-Topsis Yöntemi”. Bankacılar Dergisi, 69, 33-43.
- Wenhua Li,W.; Yu,S.; Pei, H.;Zhao,C.; Tian, B.(2017). “A hybrid approach based on fuzzy AHP and2-tuple fuzzy linguistic method for evaluation in-flight service quality”, Journal of Air Transport Management, 60(C):49-64.
- Zadeh, L. A. (1965), “Fuzzy sets”, Information and Control, 8(3): 338-353.
- Zeithaml,V.(2000). “Service Quality, Profitability, and The Economic Worth of Costumers: WhatWe Know and What We Need to Learn”, Journal of The Academy of Marketing Science, 28(1):67-
