Website Performances of Commercial Banks in Turkey

Yıl 2020, Sayı: 64, 38 - 52, 22.04.2020

Mustafa Özdemir Gülçin Bilgin Turna

Öz

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

Anahtar Kelimeler

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

Türkiye’deki Ticari Bankaların Web Sitesi Performansları

Öz

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. 

Anahtar Kelimeler

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

Kaynakça

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