Comprehensive Evaluation of User-Centric Indicators for Digital Banking Implementation: A Case Study of Tejarat Internet Bank

Digital banking (DB) is becoming a popular choice for many customers who value convenience and efficiency. However, it is also important to evaluate how well Internet banks perform in terms of customer satisfaction. This study aims to comprehensively identify and evaluate suitable indicators for DB implementation to promote its acceptance among users. Both financial institutions and customers perceive Internet banking services as more convenient compared to conventional branch-based services. We employed two techniques: The Importance-Performance Matrix and the Analytical Hierarchy Process. The Importance-Performance Matrix helped us rank the identified factors according to their importance and urgency for improving the bank’s performance. The analytical hierarchy process helped us compare and weigh the relative importance of various criteria and sub-criteria that affect the bank’s performance. According to our findings, the bank’s performance was influenced by five factors: ease of use, privacy, speed, human resources, and technology. We also discovered that ease of use and privacy were the most urgent factors that required immediate attention from the bank. Therefore, we advise that Tejarat Internet Bank's services focus on enhancing security and ease of use as their top priorities to improve their performance. This research introduces a novel perspective by switching the typical focus of online banking research from corporate entities to individual clients, this research offers an innovative point of view. Our investigation provides valuable insights useful for retail banking and banks that deal with corporate clients by extensively comparing and evaluating the unique requirements of these two consumer segments.