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Data Mining-Based Evaluating the Customer Satisfaction for the Mobile Applications: An Analysis on Turkish Banking Sector by Using IT2 Fuzzy DEMATEL
Abstract
The aim of this study is to evaluate the customer satisfaction for mobile applications in the Turkish banking industry. For this purpose, the last 500 customer comments of 24 different Turkish deposit banks' mobile applications are analyzed with data mining approach. In this process, the most frequent one keyword, two keywords and three keywords are identified, and the most important dimensions are classified into four different categories. Secondly, IT2 fuzzy DEMATEL methodology is considered to weight these dimensions. The findings show that operational and usability are the most important dimensions regarding the customer satisfaction in mobile applications. This situation explains that customers give importance to the quality and variability of the services given by the mobile applications. Hence, it is recommended that different services, such as credit card payment and money transferring should be provided in these applications by the banks. Another important point is that these applications should be designed effectively so that the customer can easily make their operations.
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