Evaluation of banks in terms of customer preferences with fuzzy SWARA and fuzzy MOORA integrated approach
Journal of Decision Analytics and Intelligent Computing, vol.4, no.1, pp.216-232, 2024 (Peer-Reviewed Journal)
- Publication Type: Article / Article
- Volume: 4 Issue: 1
- Publication Date: 2024
- Doi Number: 10.31181/jdaic10007122024o
- Journal Name: Journal of Decision Analytics and Intelligent Computing
- Journal Indexes: Other Indexes
- Page Numbers: pp.216-232
- Dokuz Eylül University Affiliated: Yes
Abstract
This study examines the factors influencing customer preferences in retail and private banking in Turkey, utilizing the fuzzy SWARA methodology. In response to global challenges and advancements in technology, the banking sector has undergone significant transformations over the past two decades, leveraging technology to enhance services and efficiency. However, customer preferences may vary across countries and cultures, with Turkish
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