Financial and Banking Strategic Studies

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

Document Type : Original Article

Authors

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.

https://doi.org/10.22105/fbs.2023.178955
Abstract
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.

Keywords

Electronic banking
Fuzzy best-worst
Fuzzy TOPSIS
Fuzzy Delphi
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Financial and Banking Strategic Studies
Volume 1, Issue 1
Spring 2023
Pages 69-76

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