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Due to the importance of measuring banks' performance and because of the remarkable impact of recent growth of the internet on banking industry, this study evaluated the influence of e-marketing… Click to show full abstract
Due to the importance of measuring banks' performance and because of the remarkable impact of recent growth of the internet on banking industry, this study evaluated the influence of e-marketing on bank performance by using a DEA-based voting methodology. In this way, usually more than one unit may be efficient in the DEA models and their scores are one. Therefore, how to rank DMUs and increase the power of discrimination among efficient DMUs become an important part of performance assessments. So, in order to provide a satisfactory ranking, this paper presents a voting methodology that uses the results of some ranking models. For this purpose, each DMU is considered as an alternative and each ranking method is considered as a decision maker. The proposed methodology is applied to evaluate the influence of e-marketing on Iranian's bank performance.
Journal Title: International Journal of Business Excellence
Year Published: 2019
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