Transformations  in
Business & Economics

FOCUSING ON IDENTIFYING THE DIGITAL TRANSFORMATION PERFORMANCE OF BANKS IN THE TECHNOLOGY AGE THROUGH A MULTI-CRITERIA METHODOLOGY
Fatih Ecer, Elcin Gunes, Edmundas Kazimieras Zavadskas

ABSTRACT: The study targets to reveal the factors that are significant in the digital transformation process of banks and evaluate the digital transformation performance of banks. Eleven factors are addressed and twelve banks, which are in the first place in the order of active bank size in Turkey, are analysed. Whereas the prioritisation of the factors is realised by the SWARA method, the bank performances are highlighted using the WASPAS method. With the research in the literature, the subject of digital transformation has been expressed a lot, but no performance measurement has been realised so far. Regarding the findings, the foremost factors in digital transformation performance are responding quickly to customer needs, social media power, and inclusion in new markets, respectively. Additionally, they are the banks with the best digital transformation performance of Isbank and Garanti BBVA. Managerial and political implications are further emphasized.

KEYWORDS:  digital transformation, digital transformation evaluation, bank performance, digital technology, MCDM.

JEL classification:  C44, G21, M21.