Effects of Electronic Banking Services Adoption on Banks' Performance via Balanced Scorecard Approach Using Fuzzy TOPSIS
The aim of this research is Investigation to present a conceptual model to demonstrate the effects of electronic banking services on banks' performance with balanced scorecard (BSC) approach and scoring the criteria of ebanking services using fuzzy TOPSIS method. Today, one of the biggest challenges (yet opportunities) with which organizations are dealt is the use of modern technologies to provide their customers with high quality services. Among other organizations, banks have succeeded to utilize such technologies within the framework of e banking to supply their customers with fast yet secure, high quality services which are now more of a necessity rather than an advantage. In terms of its objectives, this is an applied research which is conducted via a descriptive survey methodology. Required information are gathered via library and field studies. Quantitative data is collected via questionnaire distribution. Collected data is analyzed via BSC approach followed by a scoring process undertaken by fuzzy TOPSIS and fuzzy AHP methods leading to output results. E banking criteria studied in this research included ease, usefulness, stability, security, fastness, reliability and attractiveness of using systems providing banking services, advertisement, and variety of provided services, all of which have contributions into the bank performance. The research results indicated the ease criterion to have the highest score among other criteria, followed by security, fastness, stability, attractiveness, reliability, usefulness, advertisement, and variety of provided services, respectively. Furthermore, the following order of scores was found when the criteria were financially investigated: fastness, ease, usefulness, security, attractiveness, advertisement, variety of provided services, and reliability. In addition, the following order of scores was found from the customer perspective: ease, fastness, usefulness, security, stability, attractiveness, advertisement, variety of provided services, and reliability. When internal processes were concerned, the following order of scores was obtained: fastness, ease, stability, security, usefulness, attractiveness, variety of provided services, and reliability. Finally, when growth and learning aspect was considered, the criteria were found to have the following order of priorities in terms of scores: fastness, ease, usefulness, security, reliability, attractiveness, advertisement, stability, and variety of provided services.