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

The current practice of organizations establishing their websites has brought website genre analysis to the forefront in various academic and professional settings, aiming to formulate language usage guidelines. Within the domain of website genres, this study addresses a gap: the lack of research on banking websites from a genre perspective. Thus, the study seeks to investigate Pakistani banks' websites to analyze how these banks organize, design, and structure their websites to fulfill diverse customer-centric and institutional purposes and objectives. Given the focus on the design and structure of banking websites, a qualitative approach is employed for data collection and analysis. Five Pakistani banking websites were selected for data collection, with screenshots taken using the snipping tool to capture various sections of the homepages and sub-pages. The theoretical frameworks of Bhatia (1997) and Swales (1990) in genre analysis guide the understanding, analysis, and interpretation of the data. The study's analysis reveals that banking websites articulate multiple credibility appeals, utilize various visual cues and images, employ formal language, and incorporate diverse interactive techniques to enhance the reliability and user-friendliness of their websites. Consequently, this approach aims to cultivate a positive image of the banks in the minds of customers. Banks construct their websites with careful consideration of potential customers and the predefined purposes they seek to achieve. The findings of this study can serve as valuable insights for banking institutions to improve customer engagement, establish trust, and enhance user satisfaction. In conclusion, this study not only unveils the intricacies of banking websites but also sets the stage for future research. By incorporating insights from this study, banking institutions can create websites that are truly customer-centric and aligned with their objectives.