Evaluating E-Service Quality in Banking by Fuzzy AHP and Fuzzy TOPSIS Approach
摘要
The quality of e-services has emerged as a key factor in the retention and customer satisfaction of customers in the quickly changing environment of financial services. Banks are depending more and more on electronic channels to supply their services as technology continues to change the market. The effectiveness of electronic services (e-services) offered by banks nowadays is crucial for determining customer happiness, brand loyalty, and overall competitiveness. This study presents a comprehensive assessment of the level of electronic service in online banking through the integration of fuzzy AHP and fuzzy TOPSIS. The research focuses on evaluation of quality of electronic services in banking segment based on subjective criteria and fuzzy numbers. The combination of these methodologies provides a robust decision-making framework that enables more effective analysis and selection of internet banking services. The findings contribute to increasing the total quality of online banking services and ensuring customer fulfillment in the digital banking era.