مطالعات راهبردی مالی و بانکی

شناسایی و اولویت‌بندی عوامل موثر بر خدمات وب‌سایت بانکداری الکترونیک در محیط فازی

نوع مقاله : مقاله پژوهشی

نویسندگان

سیده فاطمه فقیدیان 1
خدیجه فتحی زاده 2

1 گروه مهندسی صنایع، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.

2 گروه مهندسی صنایع، موسسه آموزش عالی صنعتی فولاد، اصفهان، ایران.

https://doi.org/10.22105/fbs.2023.178955
چکیده
صنعت بانکداری الکترونیک در محیط رقابتی و پویای نظام بانکداری، وابسته به ارایه خدمات الکترونیک در قالب­‌های مختلف از جمله وب‌سایت می‌باشد. این پژوهش به دنبال شناسایی و الویت‌بندی عوامل موثر بر وب‌سایت بانک‌ها با هدف کسب رضایت کاربران می‌باشد. با مرور پیشینه، شش شاخص شناسایی و استخراج شد و توسط روش دلفی فازی یک شاخص حذف و مورد دیگری به آن مجموعه ملحق شد. سپس روش بهترین-بدترین فازی، آن‌ها را وزن‌­دهی نموده و به‌منظور رتبه‌بندی وب‌سایت سه بانک منتخب، روش تاپسیس فازی به‌کار گرفته شده است. براساس محاسبات شاخص­‌های امنیت، قابلیت اطمینان، حریم خصوصی، سهولت استفاده، پاسخگویی و در نهایت طراحی به ترتیب بیشترین امتیازها را کسب نموده‌­اند. قابل ذکر است که اختلاف اولین شاخص با سایرین چشم­‌گیر می‌باشد. در رتبه‌بندی وب‌سایت‌­ها نیز این اختلاف مشاهده شده است. در صنعت نوظهور بانکداری ایران، امنیت وب‌سایت چالشی است که رویارویی مناسب مدیران با آن می‌تواند به بقا و سود­آوری بانک‌ها از طریق جلب رضایت و اعتماد مشتریان منجر شود.

کلیدواژه‌ها

بانکداری الکترونیک
بهترین-بدترین فازی
تاپسیس فازی
دلفی فازی

عنوان مقاله English

Identifying and prioritizing the factors affecting the services of electronic banking website in a fuzzy environment

نویسندگان English

Seyede Fatemeh Faghidian 1
Khadije Fathizade 2
1 Department of Industrial Engineering, Science and Research Branch, Islamic Azad University, Tehran, Iran.
2 Department of Industrial Engineering, Foulad Institute of Higher Industrial Education, Isfahan, Iran.
چکیده English

In the competitive and dynamic banking system environment, the electronic banking industry depends on providing electronic services in various formats, including websites. In this research, the identification and prioritization of factors affecting bank websites in order to obtain user satisfaction is investigated.
By reviewing the literature, six indicators were identified and extracted, one indicator was removed by the Fuzzy Delphi method, and another item was added to that collection. So, the Fuzzy BWM has weighted them, and in order to rank the websites of the three selected banks, the Fuzzy TOPSIS has been used.
Based on the calculations, the indicators of security, reliability, privacy, ease of use, responsiveness, and finally design have obtained the most points respectively. It should be noted that the difference between the first index and the others is significant. This difference can also be observed in the ranking of websites. In the emerging banking industry of Iran, website security is a challenge that the managers can face properly, which can lead to the survival and profitability of banks by gaining the satisfaction and trust of customers.

کلیدواژه‌ها English

Electronic banking
Fuzzy best-worst
Fuzzy TOPSIS
Fuzzy Delphi
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مطالعات راهبردی مالی و بانکی
دوره 1، شماره 1
بهار 1402
صفحه 69-76

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