Abstract:

Today, an increasing number of bank institutions are trying to be customer-focused by applying various tools to improve customer relations and increase their market shares. In this study, a Multi-Criteria Decision Making (MCDM) framework is proposed to investigate the reasons for customers' preference in the bank selection process and to rank among the determined banks. The Analytic Hierarchy Process (AHP) is applied under both classical logic and fuzzy logic environments, and the uncertainty in the opinions of the decision-makers is better reflected and the ranking of alternative banks is investigated with the TOPSIS method. Our model has been developed on the basis of six criteria (interest rate deposits, interest rate on loans, number of ATMs, fees and commissions, recommendation and staff characteristics) and five banks. An interview is held with three experts of a foreign trade company; The answers from three experts show that the most important criteria are the interest rate on loans and interest rate deposits, the least important criteria is recommendation. The fourth bank is chosen as the most suitable alternative by using AHP and TOPSIS methods. The proposed framework for bank selection helps experts who want to address the issue.

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