Title: An application of fuzzy VIKOR method on evaluation of the university students' preferences on selected Turkish banks

Authors: Tolga Genç; Mahmut Masca

Addresses: Atatürk Faculty of Education, Near East University, Nicosia, Cyprus; School of Business, Aalto University, Helsinki, Finland ' Faculty of Economics and Administrative Sciences, Afyon Kocatepe University, Afyonkarahisar, Turkey

Abstract: We proposed a fuzzy multiple criteria decision making (MCDM) approach for the preferences of university students in Afyon Kocatepe University over the service quality of selected banks. This research first examined the literature and service quality (SERVQUAL) criteria for the banks. Then, we demonstrated the notation steps of fuzzy VIKOR. A questionnaire consisting of linguistic variables was prepared and applied to almost 400 students and some experts to collect the preferences over service quality. We refrained from asking quantitative numbers in the questionnaire since it is difficult to assess the quality with concrete values. This paper focused only on the applicability of fuzzy MCDM methods over banking service quality. We do not aim to rank the banks and gave them advice though we aimed to show the applicability the methods with linguistic variables. The empirical study analysed four banks and findings are shown in the conclusion section.

Keywords: multi-criteria decision making; fuzzy MCDM approach; customer preferences; fuzzy VIKOR; Turkey.

DOI: 10.1504/IJBSR.2018.088453

International Journal of Business and Systems Research, 2018 Vol.12 No.1, pp.13 - 24

Received: 19 Sep 2015
Accepted: 12 Jan 2016

Published online: 11 Dec 2017 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article