A Proposal Framework for Investigating Website Success in the Context of E-banking: An Analytic Network Process (ANP) Approach

This study proposes a framework to investigate the factors that are influencing e-banking website success. Moreover, it is intended to define an approach to find out relative importance of website success factors in selecting the most preferred e-banking website by identifying relative importance of each success factors and priority of alternative websites across e-banking domains. The emergence of electronic commerce during last decade, and lack of direct human interaction especially in service sectors such as banks, entails the use of each service element as an opportunity for web providers to reinforce or establish quality perceptions for customers . In the e-commerce environment, full functional use of an e-commerce system should include informational use, transactional use, and customer service . One of the highly cited IS Success models was updated by adding Service quality dimension to information and system quality measures in order to capture the essential characteristics being delivered to customers. Updated Delone and McLean IS Success Model that can be adapted to the measurement challenges of the new e-commerce world is chosen as a framework to investigate e-banking website success factors.