EVALUATION OF FACTORS INFLUENCING TENDENCY TOWARDS E- BANKING IN BANK CUSTOMERS

Nasser Hamidi (), Tahmineh Torabi Rad () and Alireza Jahany ()
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Nasser Hamidi: Department Of Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
Tahmineh Torabi Rad: Department Of Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
Alireza Jahany: Department Of Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran

Far East Journal of Marketing and Management, 2012, vol. 2 No 2 Paper 3 August, issue 3, 25-42

Abstract: Today service industry is in process of change worldwide. New technologies have transformed the method for providing services to customers in many organizations. On this basis, bank services are also subject to essential revolution because of ICT effects. In this research the factors influencing customer tendency towards using e-banking services is studied according to technology acceptance model of Davis F in banking industry. According to this model, perceived easy of use, perceived usefulness and one additional factor of trust are studied. Research method is descriptive- survey one and Analytic Hierarchy Process (AHP) is used for comparison of measures and in order to estimate their values, one- sided student t- test and in order to ranking them, Friedman test are used. Statistical population of the study consists of all electronic customers of a public bank who used all types of e-banking services e.g. ATM, Telephone- bank, Internet bank, mobile bank, etc.

Keywords: Electronic banking; Electronic banking acceptance; Usefulness; Trust- AHP (search for similar items in EconPapers)
JEL-codes: M1 (search for similar items in EconPapers)
Date: 2012
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