Abstract
The quality of websites can directly influence bank's effectiveness. Therefore, the effective evaluation of the quality of bank websites is a point of concern for customers, owners, and researchers. The primary goal of the study is to propose a hybrid model of AHP and COPRAS-G methods for evaluating the website quality of banks. Furthermore, this study sheds light on understanding weights of evaluation criteria related to quality of bank websites. In this study, the weights of the evaluation criteria are computed by AHP method. Next, COPRAS-G is used to assess the quality levels of the websites and to rank them. A case study of evaluating the quality of bank websites of seventeen banks in Turkey is used to demonstrate the applicability and the effectiveness of this model. Empirical findings show that banks in Turkey utilize the Internet to its full potential to improve their websites. Furthermore, Garanti Bankasi has the best overall performance, followed by TEB, and Ziraat Bankasi. Additionally, the top-five evaluation criteria in order of importance are relevance, richness, understandability, navigability, and response time. Overall, the results show that this model provides a comprehensive and systematic approach that quantitatively measures a website's quality.
Highlights
Nowadays, many firms will switch their business models from the physical to the virtual market
The primary goal is to utilize a hybrid model in bank website quality evaluation
The evaluation criteria used in the present study were adapted from the previous web quality studies and its applications
Summary
Many firms will switch their business models from the physical to the virtual market. Huge advancements in information technology have extremely affected the financial services industry, as is evident in the development of online banking in recent years (Lee et al 2011). Online banking can be defined as the services which allow customers to conduct financial transactions on a secure website operated by a retail or virtual bank, credit union or building society. Online banking mostly depends on the quality of service delivered by the website. As building long term customer relationships generate positive customer value on the Internet, effective evaluation and monitoring of website quality have become prerequisites for profitable online banking (Bauer et al 2005; Jayawardhena 2004; Jun, Cai 2001; Lee, Chung 2009; Kaya, Kahraman 2011). The higher the bank website’s quality, the higher the bank’s effectiveness is (DeLone, McLean 2003)
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