Chinese Mobile Banking Service Evaluation Based on AHP Method

In the mobile era with a growing number of mobile phone users, the financial needs of the users should not be underestimated. Mobile financial services market´s enormous potential has driven the major banks to expand mobile financial market with Intensive efforts. The 3G era also propelled this trend. Mobile phone banks are beginning to be accepted by more and more customers. This paper establishes an evaluation model for the mobile banking service .The model involves five main factors: system quality, information quality, interface design quality, brand quality and fees and benefits. We applied the analytic hierarchy process (AHP) to determine the weights of different factors. And then, a ranking of eight major banks´ mobile phone banking services is given by using the evaluation model. Finally, we provide some suggestions for banks´ further optimization with insights into the ranking results.