Fuzzy Importance Performance with Information Entropy Analysis -An Integrated Approach to Optimize Resource Allocation in Mobile Banking.

Abstract

 The study proposes Fuzzy Importance Performance with Information Entropy Analysis (FIPIEA), an integrated framework to measure service quality and improve resource allocation in mobile banking by identifying the most critical parameters for the bank’s customers and making recommendations to managers about the best use of resources to enhance customer satisfaction. The planned framework attempts to eliminate ambiguity by replacing IPA with a fuzzy approach by introducing info(n.) and fuzzy logic.  We verified the framework by administering a 23-item survey tool to bank customers. The survey data was processed through the use of the impact study method, fuzzy logic and info(n) entropy.  The processed data identified six key dimensions of m-banking service quality: functional benefit, information quality, structural assurance, trust, system quality, and service quality, which include 19 integral attributes. The study revealed that through the use of FIPIEA, market analysts can effectively identify the factors that should be maintained or improved.