ATM yerleşim yeri stratejisi için bütünsel bir yaklaşım

Accessibility of the service is a significant factor that customers value while choosing their service provider. Moreover, ATMs are one of the main distribution channels with a promising future that are used to provide service to customers in the banking industry. Therefore, banks invest in ATM network and select ATMs locations to satisfy their existing customers and also to gain the potential customers. Nevertheless, locating ATMs at every corner is certainly not the right decision as it would boost costs while increasing customer satisfaction. Additionally, good location can bring substantial benefit to the performance of the facility and accordingly performance of the bank as it can increase market share and profitability. However, locating ATMs still do not get the attention that it deserves. Traditionally, most of the banks make the decision instinctively and these decisions do not base on any scientific method. Consequently, there is a need for an analytical approach in the area of ATM management for location selection. In this study, we propose an integrated approach for ATM location selection problem that applies to Fuzzy Analytic Network Process (FANP) and Global Criterion Method (GCM) to make sound location decisions. The decision process addresses the problem of determining the number and locations of ATMs. Furthermore, applying the proposed methodology into real life cases strengthened the validity of the results and the applicability of the methodology.