Annual Performance Assessment of Active Internet Banking Users: Evaluation Using TOPSIS and ARAS Methods
Year: 2025
Type: article
Abstract: From the banks' perspective, the performance of the number of customers actively using internet and mobile banking is crucial in various aspects, including cost efficiency, customer satisfaction and loyalty, revenue growth, security and risk management, as well as competitive advantage, operational efficiency, and marketing effectiveness. For this reason, banks use Multi-Criteria Decision Making Methods to develop strategies to increase the use of internet and mobile banking and to continuously improve this area. This study analyzes the number of customers actively using both internet and mobile banking across specific periods and age ranges, utilizing the TOPSIS (Technique for Order Preference by Similarity to Ideal Solution) and ARAS (Additive Ratio Assessment) methods. The study uses data collected every three months between 2022 and 2024, evaluating the performance of these data. The results were used to determine in which periods banks were more successful and which strategies were more effective and which strategies should be abandoned. The study also provides implications for banks to increase customer satisfaction and optimize their strategies.
Authors: Nasibe Erdoğan, İrfan Ertuğrul
Institution: Pamukkale University
Language: English
Field: Decision Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4411789882