Abstract
Individuals at present utilize technologies such as digital banking for faster and more convenient transactions brought by globalization. This study determined the significant factors affecting user preference of digital banking and identified the most ideal digital bank in the Philippines. Data were collected from 150 respondents through an online survey using Google Forms. Applying analytic hierarchy process (AHP), results indicate that usefulness, usability, and security were the most important criteria while trust, health and safety, and risk were the least important. On user preference, Rizal Commercial Banking (RCBC) is the most preferred digital bank while Komo is the least. The study recommends the use of other evaluation tools such as structural equation modeling and machine learning algorithms to deepen understanding of digital banking preferences.
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