Evaluation of banks in terms of customer preferences with fuzzy SWARA and fuzzy MOORA integrated approach

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 banking customers showing a mix of traditional and digital banking preferences. Against the backdrop of a dramatic financial crisis in 2001, trust emerges as a paramount consideration for Turkish banking customers, alongside factors such as mobile services, customer service quality, and pricing compatibility. Through an analysis of nine banks with fuzzy MOORA method, both private and state-owned, this study aims to provide valuable insights into the factors driving customer preferences in the Turkish banking sector. The findings contribute to the existing literature and offer guidance for banks seeking to meet the evolving needs and expectations of their customers in Turkey's dynamic banking environment.