Site selection of new branches of banks, and financial and credit institutions using Fuzzy Analytic Network Process (Fuzzy ANP)

Nowadays, because of the competition between banks and financial and credit institutions for attracting more resources, dominating the factors affecting the mobilization of financial resource has become very important. One of the effective elements in the mobilization of money resource in modern banking is attending the desirability of banks and financial and credit institution installations. The settlement place of banks and financial and credit institutions is an important motivation in attracting customers and marketers must consider this very carefully. In this research, the authors present a model for finding new settlement places for bank and financial and credit institution branches. To achieve this purpose, effective criteria and economic factors were recognized using library study, and then were completed by experts’ opinions. Due to the interaction of the criteria in the actual world, DEMATEL technique was used to recognize this relation, and Fuzzy ANP was used after completing the paired comparisons questionnaires by expert’s viewpoints. Then, based on radius of influence, these weights were used for spatial modeling. Also, the Saw method was used for zoning the area. This process was performed in zone 6 of Tehran to recognize the new settlement places of Tat bank new branches, regarding 7 other existing branches in the zone. Based on field observations, results from model were evaluated and Tau - Kendall b coefficient was employed to determine the homogeneity between the results derived from the model and the observed results. The coefficient was calculated 0.855 that indicates a strong relation between the two variables.