Integrating AHP-TOPSIS Approach on Prioritizing Self-Service Technology (SST) Decision Making in Financial Institution (TOGO)

Abstract

Aims: Expansions of new technological innovations in networks, Self-Service Technologies (SSTs), are increasingly shifting the way customers interact with firms to create service. However, lots of service innovations have been unsuccessful to generate revenue due to lagging adoption issues. This research is to assess some of the critical variables that affect consumer choice of SST and to determine the best one given the most consumers’ satisfactions for the criteria identified through the integrated AHP-TOPSIS framework that is a MCDM approach. Study Design/Methodology: This paper used Analytical Hierarchy Process (AHP) to compute the weighting values and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) to evaluate the SST’s ratings through the helps of five experts in the fields. Place and Duration of Study: Togo, one of the developing countries in West Africa has been chosen for the duration of two weeks in December 2015. Results: It revealed that Purpose criteria (59.1%) with Fund Transaction sub-criteria (37.20%) to be the utmost significant factor that could aid banking customers in the choice of SST; Moreover, ATM was identified as the best alternatives behind Online Banking (O-B) and Mobile Banking (M-B) respectively. Conclusion: The main contribution concludes to the fact of how lower adoption rate is M-B in Togo. Both Financial Risk and Transaction Cost reducing policies should therefore be promoted strongly. In addition, Banks operating M-B services compared to prevailing competitors services in a related area such as O-B, should bring innovative services by increasing the Perceived Benefit of SST. These diversities strategies can also be achieved through adding more benefit factor that create incentive for SST users to opt for mobile banking in the near future. Furthermore, the outcomes show that, with slight modifications, the benchmarking structure AHP-TOPSIS proposed can be useful guidance to most of financial institutions in their selection’s decision-making.