Ranking effective factors on production of electronic brand among private banks of Iran

Abstract

The purpose of the present study is to use analytic hierarchy process for ranking the effective factors on production of electronic brand, to use the DEMATEL method to find the intensity of influence of effective factors on production of electronic brand, and to use the TOPSIS method for ranking the five banks including Saman Bank, Sarmayeh Bank, Parsian Bank, Pasargad Bank, EN Bank in Iran. From the analytic hierarchy process results, we understood that “the security and easy to use” is the most important effective factors on production of electronic brand. The results of DEMATEL method showed that “quality of relationship with customer and reputation” is the most influence and the strongest connection to other criteria. Finally, the results of DEMATEL method indicated that EN Bank and Saman Bank were regarded as the best banks.