Estimation of Users Satisfaction in Electronic Banking: Neural Network Approach

Stefan Zdravković¹, Jelena Peković² , Aleksandar Jovanović³

1. Faculty of Economics, University of Kragujevac, Djure Pucara Starog 3, 34000, Kragujevac, Serbia.
2. Faculty of Economics, University of Kragujevac, Djure Pucara Starog 3, 34000 Kragujevac, Serbia.
3. Faculty of Engineering, University of Kragujevac, Sestre Janjic 6, 34000, Kragujevac, Serbia.

Abstract: The rapid progress of information technologies has resulted in the development of e-banking. The significant range in consumer demands and lifestyles have imposed the need for banks to use new technologies to communicate with clients. The main advantage of e-banking is the ability to conduct transactions at any time and anywhere. For banks, as providers of e-banking services, it is important to identify factors that influence customer satisfaction. In this paper, we deal with users attitudes that were examined using a pre-prepared survey, which is composed of relevant issues taken from the literature in order to assess the user’s satisfaction. The results thus obtained relate to the subjective level of satisfaction of each user. Four parameters were selected that can affect users, and for each of them, the degree of influence on the ultimate customer satisfaction was examined. After then we develop a neural network that approximates the function of an objective level of user satisfaction, taking into account the views of all previous users and matching them. For the last 5 users, who completed the survey, both subjective and objective level of satisfaction was presented. This method for estimating the objective level of customer satisfaction can serve banks as a parameter in estimating the effects of the applied e-banking system. Data processing was performed using SPSS statistical software. Neural network was developed using MATLAB statistical software.

Keywords: E-banking, Users satisfaction, Neural network.

Pages: 221 – 232 | Full PDF Paper