Prioritizing Factors Affecting Customer Satisfaction in the Internet Banking System Based on Cause and Effect Relationships

The significance of adopting online service and using in the banking industry has attracted researchers’ attention in the past decade. In such condition that banks use online services to provide easiness and safety in the internet banking transactions for their customers, it is natural that studying on the factors affecting customer satisfaction in internet banking system has utmost importance in banking industry, today. Hereupon, this research attempts to study the key factors affecting customer satisfaction in internet banking system to prioritizing based on cause and effect relationships. For this purpose, according to the literature, seven main factors were identified as most important factors affecting customer satisfaction in internet banking which totally include 27 measurement items. Then, to evaluate the cause and effect relationships of factors an online questionnaire link distributed to professors and students as a group of potential expert users of internet banking and finally 20 completed questionnaires collected. To analyze interactions between the factors using Grey-based DEMATEL method, first experts’ opinions of grey numbers are converted to crisp numbers and all opinions are unified into a single view. Then the crisp numbers normalized in DEMATEL and total matrix of each factor is calculated. At the end, the values of R, D, R+D and R-D are calculated, which based on these criteria the cause and effect relationships of factors analyzed and factors affecting customer satisfaction in internet banking system prioritized.