Evaluation and analysis of performance quality of bank branches using content analysis and decision-making methods with multiple criteria in a fuzzy environment (Case study: Refah Bank)
Subject Areas : Jounal of Marketing Managementmarjan mohammadimoghadam 1 , seyed heydar mirfakhradini 2 , shahnaz nayebzadeh 3
1 - Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
2 - Professor of Industrial Management, Department of Management, Faculty of Management, Accounting and Economics, Yazd University, Yazd, Iran
3 - Professor Marketing, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
Keywords: Performance Evaluation, Banking Industry, Theme Analysis, Fuzzy DEMATEL, Fuzzy Network Analysis Process, Fuzzy COPRAS.,
Abstract :
The effective implementation of performance evaluation indicators especially in highly competitive environments such as the banking industry is one of the obvious actions of organizations to maintain competitive advantages and identify organizational strengths and weaknesses. In the present study, based on a mixed approach of qualitative and quantitative methods, the first researcher tries to identify local indicators, components, and dimensions of performance evaluation indicators in the banking industry of Iran. And then try to identify the weights of indicators and then rank 26 branches of the Refah Bank in Yazd in terms of performance. This research is an applied study and descriptive survey in terms of data collection with a mixed methodology (qualitative and quantitative) to collect and analyze its data. In the qualitative section, to collect data, a semi-structured interview was used and In the quantitative part, standard questionnaires of four multi-criteria decision-making methods were used. The results of the analysis of qualitative data collected are based on the Thematic analysis in MAXQDA software, and the results of the analysis of quantitative data are based on structural modeling, fuzzy DEMATEL, fuzzy ANP, and fuzzy COPRAS methods in Excel and super decision software. The results showed that the local performance evaluation indicators in the banking industry of Iran include 111 indicators, 18 components, and 6 general dimensions and the three key components of the model include environmental risk management, transparency risk management and production of new services. . Based on the model presented in this study, managers, and decision-makers will be able to develop more effective performance evaluation strategies in their bank.
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