A combined AHP-TOPSIS-DEMATEL approach for evaluating success factors of e-service quality: an experience from Indian banking industry

In today's hyper competitive world successfully managing the service quality for e-transaction is very important for the success of banks. Researchers in past have advocated on the importance and relations of measurement and monitoring of e-service quality with profitability and competitiveness, but very few researchers have attempted to explore the area of e-service quality in banks. It is necessary for banks to understand e-service quality factors to launch a e-service improvement drive. Also, it is necessary for the banks to understand their interrelationships and rank them and identify the key factor and take necessary actions for improvement. This paper presents a unique approach addressing all the needs such as: (a) Identification of e-service quality factors, (b) Understanding hierarchy structures for ranking, (c) DEMATEL for analyzing the cause and effect relationship among the identified factors of e-service quality. Further, this research also proposed TOPSIS (Technique for Order Preference by Similarity to an Ideal Solution) for comparison of banks. The findings of this paper have very implications and can help in guiding the banks for improvement of e-service quality.