Evaluating electronic service quality level of Internet banking by a new fuzzy hybrid SWARA-COPRAS approach

Today, Internet banking as a modern issue is widely used in financial transactions by different people, firms, and organizations. Recent information technology developments, force banks to compete each other for presenting diverse electronic services to their customers more than ever. Under the environment of drastic competition, Internet banking not only should provide complete functions of operations, but also advance their e-service quality level. Evaluation of banks’ Electronic Service Quality Level (ESQL) can be considered as a multiple-attribute decision making (MADM) problem. The aim of this paper is evaluating banks’ ESQL based on a new fuzzy MADM model. In this paper, first, we identify a mixture of aspects and attributes (criteria) through studying appropriate literature and surveying from experts. Then, Step-wise Weight Assessment Ratio Analysis (SWARA) method is applied to determine importance and weights of aspects and respective attributes. Finally, by combining SWARA with Complex Proportional Assessment (COPRAS) technique in fuzzy environment, a new Fuzzy Hybrid SWARA-COPRAS (FHSC) approach is constructed to evaluate ESQL problem. Our proposed FHSC approach is also illustrated by an empirical case study to show its application in practical situations. The paper findings provide useful information for bank managers to evaluate and improve their e-service quality performance, continuously.