شناسايي و رتبه بندي مهمترين معيارهاي كيفيت خدمات الكترونيكي بانكداري اينترنتي (تلفيق مدل DEMATEL و ANP)

Identifying and Ranking the Most Important Criteria Electronic of Quality Services for Internet Banking (Using a Hybrid Model of DEMATEL and ANP

در ﺷﺮاﯾﻂ رﻗﺎﺑﺖ دﻧﯿﺎي اﻣﺮوزي، ﺑﺎﻧﮑﺪاري اﯾﻨﺘﺮﻧﺘﯽ و ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت اﻟﮑﺘﺮوﻧﯿﮑﯽ ﻣﯽ ﺗﻮاﻧﺪ ﺳﺎزﻣﺎن را در ﻣﻮاﺟﻬﻪ ﺑﺎ ﺳﺎﯾﺮ ﺳﺎزﻣﺎن ﻫﺎ ﻣﺘﻤﺎﯾﺰ ﺳﺎزد. ﺗﻤﺮﮐﺰ ﺑﺮ ﻧﻘﺎط ﮐﻠﯿﺪي از ﺑﺎﻧﮑﺪاري اﯾﻨﺘﺮﻧﺘﯽ آن را ﺗﺒﺪﯾﻞ ﺑﻪ ﯾﮏ ﻣﺴﺎﻟﻪ ﺗﺼﻤﯿﻢ ﮔﯿﺮي ﭼﻨﺪ ﻣﻌﯿﺎره ﻣﯽ ﻧﻤﺎﯾﺪ و ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻋﺪم ﻗﻄﻌﯿﺖ ﻣﻮﺟﻮد در ﻣﺴﺎﻟﻪ ﻣﯽ ﺗﻮان آن را ﺗﺤﺖ ﺷﺮاﯾﻂ ﻓﺎزي ﻣﻮرد ﺑﺮرﺳﯽ ﻗﺮار داد. ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ؛ ﺷﻨﺎﺳﺎﯾﯽ و رﺗﺒﻪ ﺑﻨﺪي ﻣﻬﻢ ﺗﺮﯾﻦ ﻣﻌﯿﺎرﻫﺎي ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت اﻟﮑﺘﺮوﻧﯿﮑﯽ ﺑﺎﻧﮑﺪاري اﯾﻨﺘﺮﻧﺘﯽ در ﺷﻌﺐ ﻣﺨﺘﻠﻒ ﺑﺎﻧﮏ ﮐﺸﺎورزي ﺷﻬﺮ ﮐﺮﻣﺎن ﻣﯽ ﺑﺎﺷﺪ. اﯾﻦ ﭘﮋوﻫﺶ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﺎﻫﯿﺖ آن ؛ ﺗﻮﺻﯿﻔﯽ و ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻫﺪف ﺗﻌﺮﯾﻒ ﺷﺪه، از ﻧﻮع ﮐﺎرﺑﺮدي اﺳﺖ و ﺑﺮ اﺳﺎس ﺷﯿﻮه اﻧﺠﺎم آن، ﭘﯿﻤﺎﯾﺸﯽ اﺳﺖ . در اﯾﻦ ﭘﮋوﻫﺶ، ﻣﺆﺛﺮﺗﺮﯾﻦ ﻣﻌﯿﺎرﻫﺎي ﻣﻮﺛﺮ ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت اﻟﮑﺘﺮوﻧﯿﮑﯽ ﺑﺎﻧﮑﺪاري اﯾﻨﺘﺮﻧﺘﯽ ﺑﺎﺗﻮﺟﻪ ﺑﻪ ﻣﻄﺎﻟﻌﺎت ﻣﺤﻘﻘﯿﻦ ﭘﯿﺸﯿﻦ، ﺷﻨﺎﺳﺎﯾﯽ و ﭘﺲ از آن ﺑﺎ اﺳﺘﻔﺎده از ﺗﮑﻨﯿﮏ DEMATEL ﻋﻮاﻣﻞ اﺻﻠﯽ ﺑﺎﻫﻢ ﻣﻘﺎﯾﺴﻪ و ﻋﻮاﻣﻞ ﺑﺎ درﺟﻪ اﻫﻤﯿﺖ ﮐﻢ، ﺣﺬف ﺷﺪﻧﺪ و ﺳﭙﺲ ﺑﺎ اﺳﺘﻔﺎده از ﺗﮑﻨﯿﮏ ANP ؛ ﻣﺎﺗﺮﯾﺲ وزن دﻫﯽ ﺷﺪه، ﺗﺸﮑﯿﻞ ﮔﺮدﯾﺪه و رﺗﺒﻪ ﺑﻨﺪي ﻧﻬﺎﯾﯽ ﺻﻮرت ﮔﺮﻓﺘﻪ اﺳﺖ. ﻧﺘﺎﯾﺞ ﺗﺤﻘﯿﻖ ﭘﺲ از ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ داده ﻫﺎ ؛ ﺣﺎﮐﯽ ازﯾﻦ ﺑﻮد ﮐﻪ ﻣﻮﻟﻔﻪ ﻫﺎي ﺑﻬﺒﻮد ﻣﺴﺘﻤﺮ ﺑﺎ وزن 0/174 و ﺳﻮد ﺑﺎ وزن 0/172 ﺑﯿﺸﺘﺮﯾﻦ و ﻣﻮﻟﻔﻪ ﻫﺎي ﺗﻤﺎس و ﭘﺎﺳﺨﮕﻮﯾﯽ ﺑﺎ وزن 0/063ﮐﻤﺘﺮﯾﻦ وزن را در ﻣﯿﺎن ﻣﻮﻟﻔﻪ ﻫﺎي ﻣﻮﺛﺮ ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت اﻟﮑﺘﺮوﻧﯿﮑﯽ ﺑﺎﻧﮑﺪاري اﯾﻨﺘﺮﻧﺘﯽ دارا ﻣﯽ ﺑﺎﺷﻨﺪ.

In today's competitive world, internet banking and electronic service quality can differentiate organization in the face of other organizations. Focus on key areas of internet banking transform it into a multi-criteria decision problem and due to uncertainty on the issue, it can be examined under fuzzy condition. The research aims to identify and rank the most important quality criteria for e-banking services in various branches of Keshavarzi Bank in Kerman city. Considering the nature of the study; it is descriptive and according to the defined purpose, is practical and according to methods of carrying out is surveying. In this study, the most effective measures of e-banking services quality, according to previous studies, identified and then, the main factors compared using DEMATEL technique and the agents with low degree of importance were excluded. Afterwards, weighted matrix formed using ANP and the final ranking was done. The results of analysis of data were suggested that components of the continuous improvement and profits have maximum weight (0.174 and 0.172 respectively) while call and response components have minimum of one (0.063) among the effective components of e-banking quality of electronic service.