Document Type : Original Research Paper
Authors
1 Department of Surveying Engineering, Faculty of Engineering, Islamic Azad University, South Tehran Branch, Tehran, Iran
2 Department of GIS and Remote Sensing, Faculty of Natural Resources and Environment, Islamic Azad University, Science and Research Branch, Tehran, Iran
Abstract
Background and Objectives: In the modern era, the banking industry is continuously developing solutions to provide faster, more convenient, and more intelligent services to its customers. With the digitalization of nearly 80% of banking services, customer expectations for personalized experiences have surged. In this context, Geographic Information Systems (GIS) have emerged as a powerful tool for location-based analysis and decision-making optimization. Previous studies have demonstrated that GIS can play a vital role in selecting new branch locations, assessing market share, and determining optimal routing.
However, a need persists for an integrated tool that empowers customers to select the most suitable branch based on their priorities. The loss of time and the confusion customers face when searching for a branch that offers their required services remain significant challenges for in-person banking. The primary objective of this research is to design and develop an intelligent, user-centric Web-based Geographic Information System (WebGIS) for the optimal selection of bank branches. By integrating web technologies, GIS, and Multi-Criteria Decision-Making (MCDM) algorithms, this system aims to streamline the branch selection process for customers. The specific aims of this study include: creating an interactive platform for searching and displaying branch information; implementing an optimal routing functionality that accounts for real-world constraints; and, most importantly, providing a feature for ranking branches based on user-personalized criteria, thereby enabling the most intelligent choice in the minimum possible time.
Methods: In this research, a multi-stage approach was employed for the system's development. Initially, a geospatial database was created within the ArcGIS Desktop environment using the WGS84 Web Mercator coordinate system. Data about the branches of Dey Bank, including both attribute data (name, address, code, services) and spatial information, were stored in this database. To ensure optimal management and facilitate concurrent user access, an Enterprise Geodatabase was utilized on the Microsoft SQL Server platform. In the subsequent stage, the required map services, encompassing the branch layer and the network analysis layer for routing, were published via ArcGIS for Server. The client-side of the system was developed using the ArcGIS API for JavaScript, which provides interactive functionalities such as searching, displaying information, filtering, and routing.
For the implementation of the intelligent selection component, the Analytic Hierarchy Process (AHP), a prominent multi-criteria decision-making method, was adopted. The decision criteria selected were: VIP branch status, availability of safe deposit boxes, provision of foreign exchange services, and access to insurance services. Through a user interface, users can perform pairwise comparisons of these criteria to specify their relative importance. The system then utilizes these comparisons to construct a comparison matrix, normalizes it, and calculates the final weight for each criterion. These weights are ultimately applied to compute the final score and ranking for all bank branches.
Findings: The outcome of this research is a fully operational WebGIS system, successfully accessible via web browsers across various platforms. Through this system, users can visualize all bank branches on an interactive map and access comprehensive information by clicking on any branch.
The most significant finding of this study is the successful implementation of the AHP algorithm. The system ranks all branches based on these priorities and subsequently suggests the most suitable options to the user. Furthermore, a routing capability from the user's current location to a selected branch is incorporated into the system. This feature considers the traffic restriction zone layer as a barrier and renders the optimal route as a graphical line on the map.
Conclusion: This research demonstrates that integrating WebGIS technology with multi-criteria decision-making algorithms, such as AHP, offers a highly effective solution to the real-world challenge of optimal service selection. By providing a suitable and intelligent platform, the developed system significantly mitigates the time loss and confusion experienced by customers, empowering them to make an informed choice that is fully aligned with their personal needs.
This intelligent selection process enhances the customer experience for in-person banking, representing a significant step toward increasing customer satisfaction and loyalty. The study confirms that investing in intelligent location-based systems is value-adding not only for customers but also for organizations, enabling them to optimize services and gain a better understanding of demand patterns. This creates a win-win scenario for both service providers and their clientele.
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COPYRIGHTS
© 2025 The Author(s). This is an open-access article distributed under the terms and conditions of the Creative Attribution-NonCommercial 4.0 International (CC BY-NC 4.0)
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