A FUZZY APPROACH TO E-BANKING WEBSITE QUALITY ASSESSMENT BASED ON AN INTEGRATED AHP-ELECTRE METHOD

Given the lack of physical constraints of retail banking; attraction, satisfaction, and retention of customers in e-banking mostly depend on the quality of service delivered by the website. Hence, effective assessment and monitoring of website quality have become prerequisites for profitable e-banking. Determining the overall quality of a banking website is a multidimensional issue that involves evaluation of information system (IS) quality, customer services quality, and product quality. The purpose of this study is to propose an e-banking website quality assessment methodology based on an integrated fuzzy AHP-ELECTRE approach. The fuzzy set theory has been developed for dealing with the problems arising from the vagueness, ambiguity, and subjectivity of human judgment. In the proposed methodology, the weights of the criteria are generated by a fuzzy AHP analysis. Next, fuzzy ELECTRE is used to assess the quality levels of the websites. In the third step, a fuzzy dominance relation approach is used to rank the alternatives. In order to show the potentials of the proposed method, a case study in Turkish banking sector is reported together with a sensitivity analysis.