Comparative Evaluation of BSC-Based New Service Development Competencies in Turkish Banking Sector with the Integrated Fuzzy Hybrid MCDM Using Content Analysis

The aim of this study is to evaluate new service development competencies in Turkish banking sector. Within this scope, 16 Turkish deposit banks are taken into the consideration. Additionally, balanced scorecard-based criteria are evaluated with the integrated hybrid multicriteria decision-making approach by using fuzzy analytic hierarchy process (AHP), fuzzy analytic network process (ANP) and fuzzy VIseKriterijumsa Optimizacija I Kompromisno Resenje methods. Moreover, this evaluation is performed by using both decision makers' evaluations and content analysis. It is concluded that there is a significant difference in the results based on decision makers and content analysis. Foreign banks have the best performance in decision makers' evaluation, whereas there are different banks in the first ranks of the content analysis. However, fuzzy AHP and fuzzy ANP give very similar results in ranking the banks according to the new service development competencies. Furthermore, no banking type in Turkey has any priority over the others in all analysis. Hence, a foreign bank has the best performance, whereas another foreign bank states on the last rank.