Website Performances of Commercial Banks in Turkey

Year 2020, Issue: 64, 38 - 52, 22.04.2020

Mustafa Özdemir , Gülçin Bilgin Turna

Abstract

The purpose of this paper is to measure the performances of commercial banks’ websites in Turkey by using “Multi-Criteria Decision Making” (MCDM). The use of three MCDM methods (AHP, TOPSIS, VIKOR) consecutively constitutes the originality of this study. Based on the literature and expert opinions, 6 performance criteria (load time, page speed, markup, speed index, visitors, pageviews) and 5 website analysis tools were determined. First, the significance weights of the criteria were calculated with AHP (Analytical Hierarchy Process). Second, the data obtained in the 2-month period were analyzed by TOPSIS (Technique for Order Preference by Similarity to Ideal Solution) and VIKOR (Vise Kriterijumska Optimizacija I Kompromisno Resenje) methods. “Page speed” was found to be the most important criterion in performance of banks’ websites. Most successful banks in terms of website efficiency are Garanti BBVA, Isbank and QNB Finansbank according to TOPSIS whereas QNB Finansbank, Garanti BBVA and Halkbank according to VIKOR results. It is observed that banks with high deposits and number of branches and employees do not show the same success in website performance. The results are expected to shed light on managers who want to set policies and strategies for digital banking applications

Keywords

Bank marketing, online banking, Turkish commercial banks, MCDM, TOPSIS, VIKOR

Türkiye’deki Ticari Bankaların Web Sitesi Performansları

Abstract

Bu çalışmanın amacı, “Çok Kriterli Karar Verme” (ÇKKV) yöntemlerini kullanarak, Türkiye’deki ticari bankaların web sitesi performanslarını ölçmektir. Bu kapsamda üç ÇKKV yönteminin (AHP, TOPSIS, VIKOR) bir arada kullanılması, çalışmanın özgünlüğünü oluşturmaktadır. Literatüre ve uzmanların görüşlerine dayanarak, 6 performans kriteri (yükleme süresi, sayfa hızı, biçimlendirme, hız endeksi, ziyaretçiler, sayfa görünümleri) ve 5 web sitesi analiz aracı belirlenmiştir. Çalışmanın ilk aşamasında AHP (Analitik Hiyerarşi Süreci) yöntemi ile kriterlerin önem ağırlıkları hesaplanmıştır. İkinci aşamada, 2 aylık periyotta elde edilen verilerin TOPSIS (Technique for Order Preference by Similarity to Ideal Solution) ve VIKOR (Vise Kriterijumska Optimizacija I Kompromisno Resenje) yöntemleri ile analizi yapılmıştır. Bulgulara göre, “sayfa hızı” değişkeninin, banka web sitelerinin performans değerlendirmesinde en önemli kriter olduğu saptanmıştır. TOPSIS yönteminde Garanti BBVA, İş Bankası ve QNB Finansbank web sitesi performansında en başarılı Türk ticari bankaları olmuştur. VIKOR yöntemine göre ise QNB Finansbank, Garanti BBVA ve Halkbank en başarılı bankalardır. Mevduat hacmi büyük, şube ve çalışan sayısı yüksek olan bankaların, web sitesi performansında aynı başarıyı göstermedikleri gözlemlenmiştir. Elde edilen sonuçların, dijital bankacılık uygulamalarına yönelik politika ve strateji belirlemek isteyen yöneticilere ışık tutması beklenmektedir. 

Keywords

Banka pazarlaması, Türk ticari bankaları, web site performansı, ÇKKV, TOPSIS, VIKOR

References

• Ahn, T., Ryu, S., & Han, I. (2007). The impact of web quality and playfulness on user acceptance of online retailing. Information & Management, 44(3), 263-275.
• Aladwani, A. M. (2001). Online banking: A field study of drivers, development challenges, and expectations. International Journal of Information Management, 21(3), 213-225. https://doi.org/10.1016/S0268-4012(01)00011-1.
• Albayrak, E., & Erensal, Y. C. (2005). A study bank selection decision in Turkey using the extended fuzzy AHP method. In 35th International Conference on Computers and Industrial Engineering, Istanbul, Turkey.
• Baloglu, S., & Pekcan, Y. A. (2006). The website design and Internet site marketing practices of upscale and luxury hotels in Turkey. Tourism Management, 27(1), 171-176. https://doi.org/10.1016/j.tourman.2004.07.003
• Banking Regulation and Supervision Agency (2018). Turkish Banking Sector. World Bank Group-Banque De France. Impact of Financial Reforms in Euro-Mediterranean Area. May 03-04.
• Bauer, H. H., Hammerschmidt, M., & Falk, T. (2005). Measuring the quality of e-banking portals. International Journal of Bank Marketing, 23(2), 153-175. https://doi.org/10.1108/02652320510584395.
• Bauer, P. W., Berger, A. N., Ferrier, G. D. & Humphrey, D. B. (1998). Consistency conditions for regulatory analysis of financial institutions: A comparison of frontier efficiency methods. Journal of Economic and Business, 50(2), 85-114.
• Beccalli, A. (2007). Does IT investment improve bank performance? Evidence from Europe. Journal of Banking & Finance, 31, 2205-2230.
• Bilsel, R. U., Buyukozkan, G., & Ruan, D. (2006). A fuzzy preference-ranking model for a quality evaluation of hospital web sites. International Journal of Intelligent Systems. 21(11), 1181-1197. https://doi.org/10.1002/int.20177.
• Buyukozkan, G., Ruan, D., & Feyzioglu, O. (2007). Evaluating e-learning web site quality in fuzzy environment. International Journal of Intelligent Systems, 22(5), 567-586. https://doi.org/10.1002/int.20214.
• Buyukozkan, G., & Ruan, D. (2007). Evaluating government websites based on a fuzzy multiple criteria decision-making approach. International Journal of Uncertainty, Fuzziness and Knowledge-Based Systems, 15(3), 321-343. https://doi.org/10.1142/S0218488507004704.
• Cao, M., Zhang, Q., & Seydel, J. (2005). B2C e-commerce web site quality: An empirical examination. Industrial Management & Data Systems, 105(5), 645-661.
• Cai, L., Card, J. A., & Cole, S. T. (2004). Content delivery performance of world wide web sites of US tour operators focusing on destinations in China. Tourism Management, 25(2), 219-227.
• Cetin, M. K., & Cetin, E. I. (2010). Multi-criteria analysis of banks’ performances. International Journal of Economics and Finance Studies, 2(2), 73-78.
• Chou, D.C., & Chou, A.Y. (2000). A guide to the Internet revolution in banking. Information System Management, 17(2), 51-57.
• https://doi.org/10.1201/1078/43191.17.2.20000301/31227.6.
• Chou, W. C., & Cheng, Y. P. (2012). A hybrid fuzzy MCDM approach for evaluating website quality of professional accounting firms. Expert Systems with Applications, 39(3), 2783-2793. https://doi.org/10.1016/j.eswa.2011.08.138.
• Cronin, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minus-expectations measurements of service quality. Journal of Marketing, 58(1), 125-31.
• Ecer, F. (2014). A hybrid banking websites quality evaluation model using AHP and COPRAS-G: A Turkey case. Technological and Economic Development of Economy, 20(4), 758-782. https://doi.org/10.3846/20294913.2014.915596.
• Ensor, B. (2012). Digital banking innovation in Turkey. https://go.forrester. com/blogs/12-09-18-digital_banking_innovation_in_turkey/ Accessed 15 October 2018.
• Frei, F. X., & Harker, P. T. (1999). Measuring aggregate process performance using AHP. European Journal of Operational Research, 116, 436-442.
• Google WebPagetest Documentation. (2018). https://sites.google.com/a/web-pagetest.org/docs/using-webpagetest/metrics/speed-index/ Accessed 09 May 2018.
• Gun, M. (2015). Comparative analysis of profit shares and interest rates. Afro Eurasian Studies, 4(1), 62-82.
• Hussain, M., Gunasekaran, A., & Islam, M. M. (2002). Implications of non-financial performance measures in Finnish banks. Managerial Auditing Journal, 17(8), 452-463.
• Isik, I., Uysal, D., & Meleke, U. (2003). Post-entry performance of de novo banks in Turkey. In 10th Annual conference of the ERF.
• Jayawardhena, C., & Foley, P. (2000). Changing in the banking sector- the case of Internet banking in the UK. Internet Research, 10(1), 19-30. https://doi.org/10.1108/10662240010312048.
• Jayawardhena, C. (2004). Measurement of service quality in Internet banking: The development of an instrument. Journal of Marketing Management, 20(1-2), 185-207. https://doi.org/10.1362/026725704773041177.
• Kasli, M., & Avcikurt, C. (2008). An investigation to evaluate the websites of tourism departments of universities in Turkey. Journal of Hospitality, Leisure, Sport and Tourism Education, 7(2), 77-92. https://doi.org/10.3794/johlste.72.194.
• Kaya, Y. T. (2001). CAMELS analysis in Turkish banking sector. BRSA MSPD working report 6.
• Kaya, T., & Kahraman, C. (2011). A fuzzy approach to e-banking website quality assessment based on integrated AHP-ELECTRE method. Technological and Economic Development of Economy, 17(2), 313-334. https://doi.org/10.3846/20294913.2011.583727.
• Krishnan, M. V., Ramaswamy, M. M., & Damien, P. (1999). Customer satisfaction for financial services: The role of products, services, and information technology. Management Science, 45, 1194-1209.
• Law, R. (2007). A fuzzy multiple criteria decision-making model for evaluating travel websites. Asia Pacific Journal of Tourism Research, 12(2), 147-159. https://doi.org/10.1080/10941660701243372.
• Lee, H., Kwak, W., & Han, I. (1995). Developing a business performance evaluation system: An analytic hierarchical model. The Engineering Economist, 40, 343-357.
• Lee, K. C., & Chung, N. (2009). Understanding factors affecting trust in and satisfaction with mobile banking in Korea: A modified DeLone and McLean’s model perspective. Interacting with Computers, 21(5–6), 385-392. https://doi.org/10.1016/j.intcom.2009.06.004.
• Lee, Y., & Kozar, K. (2006). Investigating the effect of website quality on e-business success: An analytic hierarchy process (AHP) approach. Decision Support Systems, 42(3), 1383-1401. https://doi.org/10.1016/j.dss.2005.11.005.
• Lin, X., & Zhang, Y. (2009). Bank ownership reform and bank performance in China. Journal of Banking & Finance, 33(1), 20-29.
• Mendez, F. (2016). Mobile banking in Turkey: The future of digital banking. https://www.bbva.com/en/mobile-banking-turkey-future-digital-banking/ Accessed 10 October 2018.
• Mercan, M., Reisman, A., Yolalan, R., & Emel, A. B. (2003). The effect of scale and mode of ownership on the financial performance of Turkish banking sector: Result of a DEA-based analysis. Socio-Economic Planning Sciences, 37, 185-202.
• Miranda-Gonzalez, F. J., & Banegil-Palacios, T. M. (2004). Quantitative evaluation of commercial web sites: an empirical study of Spanish firms. International Journal of Information Management, 24(4), 313-328.
• Mohanty, R. P., Seth, D., & Mukadam, S. (2007). Quality dimensions of e-commerce and their implications. Total Quality Management, 18(3), 219-247.
• Negash, S., Ryan, T., & Igbaria, M. (2003). Quality and effectiveness in web-based customer support system. Information & Management, 40(8), 757-768.
• Opricovic, S., & Tzeng, G. H. (2004). Compromise solution by MCDM methods: A comparative analysis of VIKOR and TOPSIS. European Journal of Operational Research, 156, 445-455. https://doi.org/10.1016/S0377-2217(03)00020-1.
• Ozdemir, N. O. (2014). Adoption of mobile banking in Turkey. Master’s thesis, Republic of Turkey, Bahcesehir University, Istanbul.
• Pala, E., & Kartal, B. (2010). Banka müşterilerinin internet bankacılığı ile ilgili tutumlarına yönelik bir pilot araştırma. Yönetim ve Ekonomi, 17(2), 43-61.
• Parkan, C., & Wu, M. (1999). Measurement of the performance of an investment bank using the operational competitiveness rating procedure. Omega, 27, 210-217.
• Polatoglu, V. N., & Ekin, S. (2001). An empirical investigation of the Turkish consumers’ acceptance of Internet banking services. International Journal of Bank Marketing, 19(4), 156-165. https://doi.org/10.1108/02652320110392527.
• Sanli, B., & Hobikoglu, E. (2015). Development of Internet banking as the innovative distribution channel and Turkey example. Procedia - Social and Behavioral Sciences, 195, 343-352. https://doi.org/10.1016/j.sbspro.2015.06.362.
• Secme, N. Y., Bayraktaroglu, A., & Kahraman, C. (2009). Fuzzy performance evaluation in Turkish Banking Sector using Analytic Hierarchy Process and TOPSIS. Expert Systems with Applications, 11699-11709.
• Shee, D. Y., & Wang, Y. S. (2008). Multi-criteria evaluation of the web-based e-learning system: A methodology based on learner satisfaction and its applications. Computers & Education, 50(3), 894-905. https://doi.org/10.1016/j.compedu.2006.09.005.
• Smith, G. (2001). Applying evaluation criteria to New Zealand government websites. International Journal of Information Management, 21(2), 137-149.
• Spreng, R. A., & MacKoy, R. D. (1996). An empirical examination of a model of perceived service quality and satisfaction. Journal of Retailing, 72(2), 201-14.
• Suwignjo, P., Bittici, U. S., & Carrie, A. S. (2000). Quantative models for performance measurement system (QMPMS). International Journal of Operation Production Management, 64, 231-241.
• Thalhammer, K. (2017). Key facts about payments industry in Turkey. https://www.thepaypers.com/case-study/key-facts-about-payments-industry-in-turkey/767975 (15 October 2018).
• The Banks Association of Turkey. (2018). Banks in Turkey 2017. June.
• Tsai, W. H., Chou, W. C., & Lai, C. W. (2010). An effective evaluation model and improvement analysis for national parks websites: A case study of Taiwan. Tourism Management, 31(6), 936-952.
• TUBISAD. (2018). E-commerce in Turkey 2017 market size. Informatics Industry Association, http://www.tubisad.org.tr/en/images/pdf/tubisad_2018_e-commerce_in_turkey_en.pdf Accessed 18 October 2018.
• Turskis, Z., Zavadskas, E. K., & Peldschus, F. (2009). Multi-criteria optimization system for decision making in construction design and management. Inzinerine Ekonomika –Engineering Economics, 1, 7-17.
• Vatansever, K., & Akgul, Y. (2018). Performance evaluation of websites using entropy and grey relational analysis methods, the case of airline companies. Decision Science Letters, 7, 119-130. https://doi.org/10.5267/j.dsl.2017.6.005.
• Vivas, A., Pastor, J., & Hasan, I. (2001). European bank performance beyond country borders: What really matter? Europeran Finance Review, 5, 141-165.
• Wan, C. S. (2002). The web sites of international tourist hotels and tour wholesalers in Taiwan. Tourism Management, 23(2), 155-160.
• Wang, Y., Lo, H., & Hui, Y. V. (2003). The antecedents of service quality and product quality and their influences on bank reputation: Evidence from banking industry in China. Managing Service Quality, 13(1), 72-83.
• Wang, G., Huang, S., & Dismukes, J. (2004). Product-driven supply chain selection using integrated multi-criteria decision-making methodology. International Journal of Operations and Production Management, 91, 1-15.
• WHO, World Health Organization. (2020). Coronavirus disease (COVID-19) pandemic. https://www.who.int/emergencies/diseases/novel-coronavirus-2019 Accessed 6 April 2020.
• Zhou, T., Lu, Y., & Wang, B. (2009). The relative importance of website design quality and service quality in determining consumers’ online repurchase behavior. Information Systems Management, 26(4), 327-337.
• https://tools.pingdom.com
• https://www.webpagetest.org/
• https://gtmetrix.com/
• http://validator.w3.org
• http://website.informer.com