Identifying and Prioritizing indicators Affecting Internet Banking Quality

Abstract

Today, improving the quality of services provided in the electronic banking system is of particular importance and forms the basis for business development. This research aims to identify and prioritize the components affecting the quality of Internet banking among customers of Kowsar Credit Institution. This study used a mixed-method research design, combining qualitative and quantitative approaches. At first, indicators influencing the quality of banking were obtained through 12 interviews with two classes of faculty members and elites and bank managers. In the second part, to give priority to the extracted indicators, 384 specialized questionnaires were completed by the statistical population, and the necessary data were collected. By applying statistical tests in SPSS software, the data were analyzed, and finally, the indicators were prioritized in terms of importance using the AHP method. The results showed that the indicators of introduction, functions, customer perceptions, physical evidence, and security significantly affect the efficiency of internet banking quality. Based on the values collected, security has the highest rate in Internet banking efficiency and is considered the most important factor. The components of customer perceptions, physical evidence, introduction, and functions situated in the next levels of priority.

Keywords

• service quality
• internet banking
• security
• customer perceptions
• kowsar credit institution