Analysis of Service Innovation Performance in Turkish Banking Sector Using a Combining Method of Fuzzy MCDM and Text Mining

The purpose of the study is to examine the effecting factors for new service development capabilities in Turkish banking sector and to evaluate the performance of the banks in listed BIST based on the service innovation performance. The novelty of the study is to employ a two-step analysis considering the data mining and the hybrid MCDM respectively. The method is applied by using the data mining for extracting the literature based-criteria of service innovation. Accordingly, the fuzzy AHP is computed for weighting the criteria and the fuzzy TOPSIS is considered to rank the banks based on the service innovation performance. The results demonstrate that the service conditions for the customers are the most important factor in the service innovation performance while the employees are weakly considered to evaluate the new service development. In addition, it is seen that no bank type has a clear advantage over others. In other words, there are banks with both good and bad performance outcomes within each type of banking group. However, it is determined that foreign banks and private banks took place in the worst order. In this context, in order to achieve a competitive advantage, these low performing banks should focus on new services that take into account the customer expectations.