Evaluation of marketing performance levels of customs businesses with Interval Valued Pythagorean Fuzzy Multi-Criteria Decision Making Techniques

The service industry is developing rapidly with the employment and added value it creates in Türkiye. It is directly connected to providing quality service which is achieving high performance of businesses operating in the service industry in a dynamic competitive environment. High service quality perceived by customers brings customer satisfaction and customer loyalty. In this sense, it is extremely important for service businesses especially moving towards a sustainable growth perspective, to evaluate their marketing performance at regular intervals. The marketing performance of customs businesses that provide customs clearance services to international trade businesses are researched in this study. It was aimed to determine the marketing performance levels of customs businesses with Interval-Valued Pythagorean Fuzzy Multi-Criteria Decision-Making Techniques within the scope of the research. For this purpose, the research population was determined as businesses registered with the Mersin Customs Brokerage Association. In the implementation phase of the research, semi-structured interviews were conducted with 16 customs brokerages. As a result of the meetings, 3 main criteria and 19 sub-criteria were determined as the marketing performance criteria of customs businesses. Pairwise comparison matrix were created and evaluated by 3 customs brokerages. The importance levels of the main criteria and sub-criteria were calculated with the Interval-Valued Pythagorean Fuzzy AHP method. As a result of the analysis, it was seen that the criterion with the highest degree of importance was personnel experience, and the criterion with the lowest degree of importance was location. In the final stage of the research, data was collected using a survey form from a total of 85 customs businesses to evaluate their marketing performance. Data were analyzed with the Interval-Valued Pythagorean Fuzzy WASPAS method. As a result of the analyses, the marketing performances of the customs businesses operating in Mersin were evaluated and their rankings in the market were determined. In conclusion, sensitivity analysis was performed to observe the change in results depending on the change in input parameters.