Dissecting Banking Websites: Genre Analysis of Design, Structure, and Organization for Customer-Centric Objectives

Abstract

The organisations’ current practice of establishing their websites has made website genre analysis a focus of attention in diverse academic and professional contexts in order to create rules about the use of language. Within the realm of website genre, this study focuses on the gap: the lack of research on banking websites from a genre perspective. Therefore, this study attempts to explore the websites of Pakistani banks in order to analyse how the  banksorganise, design, and construct their websites to achieve their different customer-centric and institutional purposes and objectives. Since the study investigates the design and structure of banking websites, the qualitative approach is used to collect and analyse the data. Five Pakistani banking websites have been selected for data collection. As the study’s concern was to analyse the banking websites’ design, structure, and organisation, the data was collected from the selected banking websites in the form of screenshots. The snipping tool was used to take screenshots of the various sections of the websites’ homepages and the sub-pages. Bhatia’s (1997) and Swales’ (1990) theories of genre analysis have been used as theoretical frameworks to understand, analyse, and interpret the data. Based on the analysis, the study found that the banking websites explicate several credibility appeals, employ a variety of visual cues and images, use formal language, and employ different interactive techniques to make their websites appear reliable and user-friendly and, as a result, develop a positive image of the banks in the mind of the customers. Banks construct their websites by considering their potential customers and the predefined and predetermined purposes they want to achieve. Banking institutions can leverage the study’s findings to enhance customer engagement, build trust, and increase user satisfaction. In conclusion, this study not only reveals the nuances of banking websites but also paves the way for future research. By taking insights from this study, banking institutions can make their websites truly customer-centric and achieve their objectives