EVALUATING THE INFLUENCE FACTORS OF THE ELECTRONIC SERVICE QUALITY IN THE BANKING INDUSTRY WITH THE ANP AND FUZZY TOPSIS METHODS
SHAHRAM GILANINIA *
Department of Industrial Management, Islamic Azad University, Rasht Branch, Rasht, Iran.
MOHAMMAD TALEGHANI
Department of Industrial Management, Islamic Azad University, Rasht Branch, Rasht, Iran.
HAMED GHEIBDOUST
Department of Industrial Management, Islamic Azad University, Rasht Branch, Rasht, Iran.
*Author to whom correspondence should be addressed.
Abstract
The purpose of this study is to evaluate the influence factors of electronic service quality (E-SQ) in the banking industry. A combination of Analytic network process (ANP) and Fuzzy-TOSIS methods was used in this study. ANP method was used to obtain the weight of criteria and sub-criteria and the Fuzzy TOPSIS method was used to prioritize four state banks of Rasht city. The data collection tool is ANP and TOPSIS questionnaire. Data collection is from October 2022 to January 2023. In the present study, 19 E-SQ sub-criteria were evaluated in the banking industry, and the Customers' trust sub-criteria was ranked first. Also, among the four studied public banks, Bank A1 was ranked first. Investigating the influence factors of E-SQ in the banking industry will make bank managers more familiar with the influence factors, and managers and policymakers in this area can provide better quality electronic services to bank customers.
Keywords: Electronic services, electronic service quality, banking industry, SERVQUAL, ANP, fuzzy TOPSIS