Identifying and Prioritizing Expectations of Internet Banking Users Using Fuzzy Multiple Criteria Decision Making

Nowadays, with the acceleration of the development of information and communication technology in the world and the need for trade in the presence of banks to transfer financial resources, the importance of using Internet banking has become more prominent. At the moment, it seems that banks have to pay close attention to Internet banking, one of the important branches of electronic banking, and to take more effective steps towards the culture and education of this method. The purpose of this study was to identify and prioritize the expectations of internet banking users and rank the banks based on expectations by fuzzy multi-criteria decision-making methods. Following library studies and expert opinions, user expectations were identified and a questionnaire was developed based on the hierarchical analysis process, and the views of 20 experts were gathered. The results of this method indicate that the criteria for ease of use, access, and professional services have more weights and ranked first to third. Therefore, with respect to the product, prioritizing the expectations of Internet banking users, it is possible to analyze and prioritize different customers, and design and manage the services according to their needs.