بررسی تجربه دیجیتالی کاربران بانکداری اینترنتی با استفاده از روش هیوریستیک

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، ‌مدیریت بازرگانی، ‌گروه مدیریت، ‌دانشکدة مدیریت، ‌دانشگاه آزاد تهران شمال‌

2 استادیاربازاریابی، ‌گروه مدیریت، ‌دانشکده مدیریت دانشگاه تهران

3 استادیار، ‌بازاریابی، ‌گروه مدیریت بازرگانی، ‌دانشکده مدیریت، ‌دانشگاه آزاد تهران شمال

4 استادیار، ‌منابع انسانی، ‌گروه مدیریت، ‌دانشکده مدیریت، ‌دانشگاه تهران،

10.34785/J018.2019.377

چکیده

گسترش نفوذ بانکداری اینترنتی در کشور، تجربه‏ ی کاربری بانکداری اینترنتی را به یک عامل کلیدی جهت برتری در فضای رقابتی کنونی تبدیل کرده است. از این‏رو ارزیابی تجربه‏ ی کاربری گامی کلیدی در جلب رضایت و وفاداری مشتریان به شمار می رود.
روش تحقیق در این مطالعه، توصیفی است. برای ارزیابی تجربه‏ ی کاربری روش‏های متعددی ارایه شده است که در این میان روش هیوریستیک (روش کیفی) یکی از گسترده‏ ترین روش‏های ارزیابی تجربه‏ ی کاربری سیستم‏های تعاملی به شمار می‏ رود. این رویکرد یک روش اثربخش برای ارزیابی رابط کاربری مبتنی بر اصل طراحی کاربرمحور به شمار می‏ رود. این مقاله تجربه‏ ی کاربری را روی وب سایت‏های بانک‏های تجاری ملت، ملی و سامان را به عنوان یک مطالعه موردی، با اصول ده گانه کاربردپذیری نیلسن (1994)مورد بررسی قرار می‏ دهد.
یافته‏ ها نشان می دهد که تفاوت‏هایی بین طراحی وب سایت‏های بانک‏ها؛ شامل برخی مشکلات مانند عدم اطلاع از زمان انتظار کاربر و عدم وجود قرارگیری مکان اطلاعات بصورت منطقی وجود دارد. در بین سه وب‏سایت بانکی که ارزیابی شد، بانک A کاربردپذیر‏تر از دو بانک دیگر شناخته شد و دلیل آن سادگی و عدم وجود اطلاعات غیر ضروری در سیستم بود.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the Digital Experience of Internet Banking Users Using the Heuristic Approach

نویسندگان [English]

  • banafsheh seyyedkobari 1
  • Masoud Keimasi 2
  • Ehsan Abedi 3
  • Rosa Hendijani 4
1 Department of Business Management, Azad University, North Tehran Branch, Tehran, Iran
2 Assistant prof. in Business Management, Faculty of Management, University of Tehran, Iran
3 Department of Business Management, Azad University, North Tehran Branch, Tehran, Iran
4 Department of Human Resources, Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

The expanding influence of Internet banking in the country has made the experience of Internet banking a key factor for excellence in the current competitive environment. Therefore, evaluating the user experience is a key step in gaining customer satisfaction and loyalty. In the research method for evaluating user experience, several methods are presented, among which the hysterical (qualitative) method is one of the most widely used methods for evaluating the user experience of interactive systems. This approach is an effective way to evaluate the user interface based on the principle of user-centered design. This article examines user experience on Mellat, Melli and Saman commercial bank websites as a case study with ten usability principles. According to the findings of this study, there is a significant difference between the designs of banks' websites, including some problems, such as lack of information about the user's waiting time, lack of logical location of information. Based on the results of the research among the three websites of the Bank, evaluated Bank A, because of its simplicity and the lack of unnecessary information in the system, is more user-friendly than the other two banks.

کلیدواژه‌ها [English]

  • User experience
  • usability
  • heuristics
  • website usability
  • Design

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مطالعات رفتار مصرف‌کننده
دوره 6، شماره 1
بهار و تابستان
شهریور 1398
صفحه 41-62

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