Determining the relative importance of mobile banking quality factors

The aim of this study is to use fuzzy analytic hierarchy process (AHP) with an extent analysis approach to develop a fuzzy evaluation model which prioritized the relative weights of m-banking quality factors between low- and high-experience groups. The research findings indicated that there are some similarities and differences between high- and low-experience groups with regard to the evaluation of m-banking quality. With respect to the final weights for the criteria level, both groups considered “customer service” to be the important factor affecting m-banking effectiveness. The research findings also provide insightful information to m-banking service providers so that they may improve the effectiveness and efficiency of m-banking.

► Develops a fuzzy evaluation model which prioritized the relative weights of m-banking quality factors
► Identifies the perceptual gap between low- and high-experience groups with regard to the evaluation of m-banking quality.
► Contributes to providing some design guidelines and strategies for firms involved in m-banking