Özet:

From the point of view of business science, the output of the product is a service in the banking sector and the importance of how the service is perceived to the customer. That is why banks need to improve their services that are unhappy, taking into account the customer satisfaction. In the study, the expectations of customers from the bank and the criteria of assessment of the services perceived; the banks operating in Aydin have been determined as alternatives to be addressed. The importance of customer expectations (weight) are obtained by the SWARA method using the data obtained with the objective assessments of the company managers who are a bank client. Following the criteria’s importance levels, the company’s managers were also able to evaluate each alternative bank with the MOORA method with the help of the data obtained after the survey.

Özet:

Considering in terms of the business science; product output in the banking sector is service and it is important how service is perceived by customers. Therefore, it is necessary for banks to consider the customer satisfaction and enhance their services with dissatisfaction. Services expected by customers from bank and also perceived by them were determined as evaluation criteria and the banks carrying on business in Aydin were also listed as alternatives to be used in the application. Significances (weights) of customer expectations were determined with SWARA (Step-Wise Weight Assessment Ratio Analysis) method, which is among multi-criteria decision making methods, using the data acquired from the subjective evaluations of firm managers who were also bank customers. Then, each alternative bank was evaluated with MOORA (Multi Objective Optimization on basis of Ratio Analysis) method with the help of the data acquired as a result of a questionnaire that was also applied to the firm managers based on the significances of criteria.

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