Improved E-Banking Websites Quality Evaluation Approach based Fuzzy Hierarchy Process Model

Abstract

Electronic banking (e-banking) enables user to access services virtually on banking platforms such as home, personal computer (PC), mobile and Internet. It offers ease to use, convenience, low cost, fast delivery, time factor, and online bill settlement. Website quality evaluation entails numerous dimensions and attributes from its conception. The evaluation processes are critical and complex requiring quality, accuracy and objectivity. In real-life scenarios, complex decisions making (such as e-banking websites quality evaluation) entail multiple criteria that are beyond the capacity of the human brain to synthesize effectively and intuitively. Recently, the multi-criteria decision-making (MCDM) model became popular in which fuzzy analytical hierarchy process (FAHP) was mostly preferred due its ability to expand numbers of decision-makers across multiple criteria/sub-criteria. The specific criteria are required to evaluate e-banking website quality, which best define good quality websites attributes. This paper developed an e-banking website evaluation model for Nigerian banking sector using content and semantic analyses, and computerized approaches. The FAHP model outcomes revealed that, ease of use, e-loyalty, e-satisfaction, e-trust, and product quality are most influencing criteria for evaluation e-banking websites. While, the best top-three criteria for evaluating e-banking websites are e-satisfaction, product quality, and e-trust