Fuzzy Priority Classification of the Factors Affecting the Use of Electronic Services by Banks’ Customers (Fuzzy-AHP)

Abstract

This study is the result of an applied research which aim is describing a method for priority classification of factors affecting the use of electronic services by banks’ customers. As the environment is fuzzy, the hierarchical analysis process model (Fuzzy-AHP) has been proposed for the method. In this research the field study describing approach has been used and a sample of customers of Saman Bank with size of 50 has been analyzed by fuzzy-AHP to prioritize the effective factors. The studied factors are responsiveness, efficiency, fulfillment, reliability, privacy, perceived usefulness, ease of use, attitude, subjective norm and perceived behavioral control. The research results show that some factors such as perceived usefulness, fulfillment, ease of use, privacy, responsiveness, reliability, efficiency, attitude, subjective norm, perceived behavioral control, with respect to importance, have significant effect on the use of electronic services by bank’s customers.

Keywords

• electronic banking
• ahp–fuzzy
• quality of services
• electronic services