On a comparative analysis of internet banking services by the conversion method and the scoring method

• Main Authors: Witold Chmielarz, Marek Zborowski
• Format: Article
• Language: English
• Published: Publishing House of the University of Economics in Katowice 2019-12-01
• Series: Journal of Economics and Management
• Subjects: electronic banking; websites’ evaluation; scoring method; conversion method; website development factors
• Online Access: https://www.ue.katowice.pl/fileadmin/user_upload/wydawnictwo/JEM_Artyku%C5%82y_31_60/JEM_38/02.pdf

Aim/purpose – The main aim of this paper is to analyse and compare implementation of two methods of websites assessment: the conversion method and the scoring method. The secondary goal is to identify the best e-banking websites in Poland in 2017 from the point of view of an individual client. Design/methodology/approach – Based on the previous experiences in internet banking sphere authors take into account two methods – the most popular for this purpose – the scoring method and the author’s conversion method. Data for research are collected using original questionnaire,verified by a pilot study. To participate in the survey, those interested had to visit a special website containing a questionnaire. The research was carried out on over 700 people from the university environment in the end of 2017. Findings – The results obtained with both methods turned out to be similar. The study found that an economic criteria, a simplicity or an intuitiveness of navigating the website and a number of access channels are the most important factors for choosing the e-banking servicesby customers. Moreover, anti-crisis measures undertaken by bank (security of operations including) currently become of less importance to them. Research implications/limitations – The main implication for researchers is the proved possibility for using the conversion method, which combines the advantages of simplicity of the gathering data with the objectivity of such methods as, for example, AHP/ANP, or PROMETHEE, ELECTRE and its usefulness for the evaluation of the bank websites. The main restrictions were of two types. The first one concerned the selection of only those two methods for comparison in this study. The second limitation – was the selection of a research sample from the academic community only. Originality/value/contribution – The scope ofthis paper fills in the research gap that exists in the methods of website evaluation from the point of view of methods trying to solve this problem from a client’s point of view. The next research steps will go in the direction of comparison based on thesame sample of the conversion method with other popular assessment methods to identify its advantages and disadvantages for the potential user. Furthermore, a research sample now requires extension beyond the academic community that the results of the study could be fully generalised.