Abstract
In today’s fiercely competitive environment, effectively managing the quality of service in mobile banking is crucial for banks to thrive. Understanding the key factors influencing mobile banking quality is imperative for banks to initiate improvements in their mobile banking services. Moreover, comprehending the interrelationships among these factors, prioritizing them, and identifying the critical factors are essential steps for banks to undertake actions for enhancement. In this study, the fuzzy Analytic Hierarchy Process (FAHP) was employed to assess the 15 identified subfactors and determine their importance levels in evaluating service quality in mobile banking. The findings reveal that Privacy, User Education, and Security emerge as the most influential factors impacting service quality in mobile banking. This study introduces a novel approach that fulfills various requirements, including identifying quality factors in mobile banking, comprehending hierarchical structures for prioritization, and ranking both factors and subfactors related to mobile banking service quality. The findings gained from this study can serve as a valuable guide for banks aiming to enhance their mobile banking services.
Keywords: Mobile banking, Service quality, Analytic Hierarchy Process (FAHP).
JEL classification: G21, G24.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
