Türkiye’deki Ticari Bankalara Ait Web Sitelerin Performanslarının SWARA ve ARAS Yöntemi İle Sıralanması

Günümüzde teknolojik gelişmeler ile birlikte küresel olarak birçok alanda önemli dönüşümler başlamış olup ekonomik ve ticari faaliyetlerin birçoğu internet ortamına taşımıştır. Böylece birçok sektörde dijitalleşmeye geçişi hızlanmıştır. Özellikle bankacılık sektörü dijital dönüşüme en hızlı adapte olan sektörlerden biridir. Bankacılık sektöründeki dijital dönüşümün hızlanmasıyla birçok banka şubelerinde sunduğu hizmetleri web sitelerinde internet bankacılığı uygulamaları aracılığıyla da sunmaya başlamıştır. Böylece bankalara ait web sitelerin önemi artmıştır. Bu bağlamda bu çalışmada Türkiye’deki 15 ticari bankanın web sitelerinin performansını analiz ederek banka web sitlerini sıralamak amaçlanmıştır. Web sitelerinin performans kriterlerine göre sıralanmasında SWARA ve ARAS yöntemleri kullanılmıştır. SWARA yöntemi sonuçlarına göre banka web sitesi performansının değerlendirilmesinde sayfa açılma süresi ve hız endeksi kriterleri en yükse ağırlığa sahip kriterler olarak bulunmuşken, web sitesinde geçirilen ortalama süre, dünya sıralaması ve Türkiye sıralaması kriterleri ise en düşük ağırlığı sahip kriterler olarak bulunmuştur. ARAS yöntemi sonucunda hesaplanan fayda değerlerine göre ise sırasıyla HSBC, Fiba Bank ve Şeker Bank’ın en iyi performans gösteren web sitelerine sahip olduğu sonucuna ulaşılmıştır. Türkiye Ekonomi Bankası, ING Bank ve Akbank ise en kötü performans gösteren web sitelerine sahip olup yapılan sıralamada son üç sırada yer almıştır.

Ranking of Web Sites Performance of Commercial Banks in Turkey by SWARA and ARAS Method

Nowadays, with the technological advancements, lots of significant transformations have started in many areas and many of the economic and commercial activities have been transferred to the online environment. Thus, transition to digitalization has accelerated in many sectors. Banking sector is one of the fastest sector which adapt to digital transformation. With the acceleration of digital transformation in the banking sector, many banks have commenced to offer lots of services through internet banking applicates on their websites. Thus, the importance of banking websites has increased. In this context, the main object of this study to analysis and rank of 15 commercial banks’ websites according to website performance criteria. SWARA and ARAS methods were used to rank the websites. According to results of SWARA method page opening time and speed index were found to be the highest weighted criteria, while the average time spent on the websites, world ranking and Turkey ranking were found to be the lowest weighted criteria in the evaluation of the bank’s website performance. On the other hand, according to the benefit values which calculated as a result of the ARAS method, it was concluded that HSBC, Fiba Bank, and Şeker Bank had the best performing websites. Also, TEB, ING Bank, and Akbank had the worst performing websites.

Keywords:

SWARA, ARAS Website, Banking,

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