A Hybrid Model AHP and PROMETHEE for Evaluation of E-Banking Services (original) (raw)
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Evaluation and Prioritization of Internet Banking Service Quality: The Case of Egypt
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Changes in technology made a paradigm shift in the banking industry. Technology itself created its world in the globe of human beings. Internet banking is a service that allows customers to perform a wide range of financial services through a bank's website. With the rapid diffusion of the Internet, web-based banking has become an alternative channel to provide banking services and products. Due to the deepness of technology in the service sector, there is a shift from the traditional service quality to electronic service quality (ESQ) in order to fit the Internet banking strategy. The aim of the paper is to rank and prioritize the Internet Banking Service Quality dimensions according to customer's relevant importance from both bank sectors namely, private and public banks using Analytic Hierarchy Process (AHP) model, which is a structured technique for organizing and analyzing complex decisions. AHP has been seen as a high potential decision support tool in banking industry.
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With the expansion of internet, delivering e-services are rapidly growing in the bank industry. Therefore improving e-service quality for delivering better services is one of the most important areas of activity for banks. One of the most important aspects of e-service quality is the technical aspect, so the aim of this paper is to evaluate these dimensions of e-service quality for identifying the most important dimensions. Therefore we first reviewed e-banking service quality models to identify technical aspects then ranked them with AHP method. Base on the results, we identified 8 major dimensions which the most important ones are security with a score of 0.226, technical sufficiency with a score of 0.131, and reliability with a score of 0.128. Regarding to the findings the least important dimension is outcome quality with a score of 0.089.
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Internet banking is a method for conducting financial transactions online that makes use of the internet as a platform. Customers could transact at any time and from any location. Numerous aspects relating to the adoption of internet banking have been analyzed and studied in recent in-depth studies from the literature. This paper will merge these numerous predefined factors into a model by drawing on the various ideas related to the acceptance model. It was decided to adapt the analytical hierarchy process (AHP) method for finding the important numerous components for the model. The finest mathematical calculation method is AHP, which enables decision-makers to prioritize their ranking in order to satisfy various criteria. The goal of this research is to rank the elements that influence the use of online banking. Three main factors such as technical information, website and service availability were chosen as the main factors of the model based on the literature review. Sub-factors such as ease of use, responsiveness, privacy, reliability, security, communication and efficiency were also suggested and combined into a single integrated framework. Utilizing the systematic literature review (SLR) methodology, several factors were found. As a result, the article will enhance understanding of the unique elements supporting the adoption of internet banking.
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Highlighting the Main Factors of Internet Banking via Multiple Criteria Decision Analysis
From the rapid development of technology has emerged a novel banking service called internet banking or e-banking. Since E-banking enables customers to communicate with their banks and bank accounts via the internet, a wide range of services can be provided to customers. These capabilities turn e-banking as one the crucial factors for competitive success in banking. Therefore, banks are increasingly investing in customer-centric analytical tools in order to investigate the better client buying and channel usage patterns, which can help build and improve customer relationships. However, banks need to seek how to reduce costs while they are trying to improve customer demands and business success. Thus, banks aim to focus on customer-centric factors and at the same time, cost-centric factors to survive in this competitive business world. This paper aims to identify the main e-banking aspects which can influence the customer satisfaction positively and reduce costs. These factors are derived from the literature and are analyzed via a fuzzy AHP method in order to highlight the crucial criteria of E-banking.
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