1. WEBSITE PERFORMANCES OF COMMERCIAL BANKS IN TURKEY.
- Author
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ÖZDEMIR, Mustafa and BİLGİN TURNA, Gülçin
- Subjects
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BANKING industry , *ANALYTIC hierarchy process , *ONLINE banking , *BANK deposits - Abstract
The purpose of this paper is to measure the performances of commercial banks' websites in Turkey by using "Multi -Criteria Decision Making" (MCDM). The use of three MCDM methods (AHP, TOPSIS, VIKOr) consecutively constitutes the originality of this study. Based on the literature and expert opinions, 6 performance criteria (load time, page speed, markup, speed index, visitors, pageviews) and 5 website analysis tools were determined. First, the significance weights of the criteria were calculated with AHP (Analytical Hierarchy Process). Second, the data obtained in the 2-month period were analyzed by TOPSIS (Technique for Order Preference by Similarity to Ideal Solution) and VIKOR (Vise Kriterijumska Optimizacija I Kompromisno Resenje) methods. "Page speed" was found to be the most important criterion in performance of banks' websites. Most successful banks in terms of website efficiency are Garanti BBVA, Isbank and QNB Finansbank according to TOPSIS whereas QNB Finansbank, Garanti BBVA and Halkbank according to VIKOR results. It is observed that banks with high deposits and number of branches and employees do not show the same success in website performance. The results are expected to shed light on managers who want to set policies and strategies for digital banking applications. [ABSTRACT FROM AUTHOR]
- Published
- 2020