An Analysis of Web Navigability in Spanish Internet Banking

The Internet has an ever-growing importance in the banking sector because of the advantages it brings to both the entities and their customers. However, not all the financial entities that have adopted e-banking have been successful, often because of an inadequate website design. A navigable website allows the users to find the information they want and carry out their operations quickly. The objective of this paper is to analyse the navigability of the websites of Spanish financial entities. To do so, different e-tools that determine web navigability have been identified, defining their importance for a correct interaction between the entities and the customers. Furthermore, we have analysed empirically all the Spanish banking entities with a presence on the Internet and have measured the level of navigability in the sector.