نوع مقاله : مقاله پژوهشی

نویسنده

گروه مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران.

چکیده

در عصر حاضر به دلیل وجود رقابت بین بانک‌ها وموسسات مالی و‌ ا‌‌عتباری برای جذب بیشتر منابع و صرف حداکثری مطلوب آن،‌ تسلط برمولفه‌های موثر برتجهیز منابع مالی اهمیت ویژه‌ای یافته است. یکی از مولفه‌های تاثیر‌گذار بر تجهیز منابع ومصارف در بانکداری نوین توجه به مطلوبیت محل استقرارمکانی بانک‌ها وموسسات مالی و اعتباری است. مکان استقرار شعب بانک‌ها و موسسات مالی، محرک مهم در جذب مشتریان می‌باشد و بازاریابان بانکی باید آن را به دقت مورد‌بررسی و ارزیابی قرار دهند. این تحقیق به‌دنبال ارایه مدلی جهت تصمیم‌گیری بهینه در مورد انتخاب مکان‌های جدید استقرار شعب بانک‌ها و موسسات مالی و اعتباری با استفاده از تکنیک دی متل است. با توجه به تاثیر‌گذاری و تاثیر‌پذیری معیارها از یکدیگر در دنیای واقعی تکنیک دی متل برای شناسایی این روابط مورد استفاده قرار گرفته است و مدلی برمبنای تاثیرگذارترین شاخص‌ها در ارزیابی مکان استقرار بانک‌ها ارایه کرده است. انجام مطالعات امکان‌سنجی قبل از تاسیس، تجهیز و راه‌اندازی یک شعبه می‌توان از میزان موفقیت آن در جذب منابع، کسب درآمد و سود‌آوری در یک بستر امن تا حدود زیادی اطمینان حاصل کرد و از انتخاب مکان با روش سعی وخطا که هزینه‌های مادی و معنوی زیادی به همراه دارد جلوگیری نماید.

کلیدواژه‌ها

عنوان مقاله [English]

Optimum Location Measurement of the Construction of New Bank Branches Using a Combined Methodology (DEMATEL and ANP) in the Case of the Analysis of the New Branches of the Mehr Economic Bank of Tehran

نویسنده [English]

  • Akbar Alem-Tabriz

Department of Management and Accounting, Shahid Beheshti University, Tehran, Iran.

چکیده [English]

In today's era, due to the existence of competition between banks and financial and credit institutions to attract more resources and spend them optimally, mastering the effective components of financial resources has become especially important. One of the factors influencing the allocation of resources and consumers in modern banking is paying attention to the desirability of the location of banks and financial and credit institutions. The location of branches with banks and financial institutions is an important driver in attracting customers, and bank accountants must carefully evaluate it. This research seeks to provide a model for optimal decision-making regarding the selection of new locations for the establishment of branches of banks and financial and credit institutions using DMATEL technique. Due to the impact and sensitivity of criteria on each other in the real world, DMATEL technique has been used to identify these relationships and has presented a model based on the most effective indicators in evaluating the location of banks. Conducting feasibility studies before establishing, equipping and launching a branch can ensure the degree of success in attracting resources, earning and profiting in a safe platform to a large extent and selecting the location by trial and error method that material costs It carries a lot of meaning, to prevent it.

کلیدواژه‌ها [English]

  • Location
  • Indicators
  • Bank and financial and credit institution
  • DEMATEL technique
  • ANP
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