Research Information System
Manas Journal of Social Studies, vol.7, no.3, pp.479-504, 2018 (Peer-Reviewed Journal)
The purpose of the study is to examine the effecting factors for new service development capabilitiesin Turkish banking sector and to evaluate the performance of the banks in listed BIST based on theservice innovation performance. The novelty of the study is to employ a two-step analysisconsidering the data mining and the hybrid MCDM respectively. The method is applied by using thedata mining for extracting the literature based-criteria of service innovation. Accordingly, the fuzzyAHP is computed for weighting the criteria and the fuzzy TOPSIS is considered to rank the banksbased on the service innovation performance. The results demonstrate that the service conditions forthe customers are the most important factor in the service innovation performance while theemployees are weakly considered to evaluate the new service development. In addition, it is seen thatno bank type has a clear advantage over others. In other words, there are banks with both good andbad performance outcomes within each type of banking group. However, it is determined thatforeign banks and private banks took place in the worst order. In this context, in order to achieve acompetitive advantage, these low performing banks should focus on new services that take intoaccount the customer expectations