What is more important to internet banking website users: usability or functionality? Online publication date: Mon, 28-Jan-2019
by Murat Durucu; Mine Isik; Fethi Calisir
International Journal of Business Information Systems (IJBIS), Vol. 30, No. 2, 2019
Abstract: Unlike in the past, the emerging trend is to provide online services due to the developments over the course of years. Online presence becomes the most significant factor of competitiveness. At this peak, firms try to infer the dynamics that increase customers' acceptance of these services. The present study aims to identify the complex relationships among the various factors of usability and functionality. Analytic network process (ANP) was selected by the merit of its interdependence perspective to see the comparative effects of usability and functionality factors on internet banking (IB) website selection. The information gathered through two questionnaires that conducted for Is bank and Yapi Kredi Bank IB website users. The findings reveal that customers give higher priority to usability and usability-related factors, namely navigation and interaction rather than functionality. Another point worth mentioning is that information provision and security also prepossess the customer preference.
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