The purpose of this paper is to present an evaluation model that adopts an integrated approach for mobile banking service elements selection decision in the banking industry. First, experts are invited to conduct the analytic structure construction for mobile banking service elements selection by identifying necessary criteria and mobile banking service element candidates that can benefit the customer and provide a competitive advantage for banking. Second, the decision making trial and evaluation laboratory (DEMATEL) method is used to recognize complex relationships and construct a network structure among criteria required by organizations. Third, the analytic network process (ANP) is verified where the criteria are dependent. Finally, the ANP results are applied to the zero-one goal programming (ZOGP) formulation to search out the optimal mobile banking service program portfolio under limited resources and constrained situations. Analysis results indicate that the proposed evaluation model enables a systematic attempt to strengthen banking competitive ability more objectively. The integrated approach can help banking managers to select mobile banking service programs more scientifically and to make decisions more realisticially.
關聯:
JOURNAL OF TESTING AND EVALUATION 卷: 43 期: 4 頁碼: 938-947
