شناسایی عوامل موثر بر گرایش مشتریان در استفاده از خدمات بانکداری الکترونیک

نوع مقاله : علمی پژوهشی

نویسندگان

1 استادیار گروه مدیریت، واحد رشت ،دانشگاه آزاد اسلامی،رشت،ایران

2 کارشناس ارشد مدیریت بازرگانی و مدرس دانشگاه آزاد اسلامی

چکیده

امروزه صنعت خدمات در دنیا در حال تغییر است. فناوری های جدید، روش ارایه خدمت به مشتری را در بسیاری از سازمان های خدماتی دگرگون کرده است. خدمات رسانی بانک ها نیز تحت تاثیر فناوری اطلاعات و ارتباطات دچار تحولات اساسی شده است. در این تحقیق تاثیر سطوح مختلف عوامل موثر بر گرایش مشتریان در استفاده از خدمات بانکداری الکترونیک طبق مدل پذیرش فناوری دیویس در صنعت بانکداری مورد مطالعه قرار گرفته است. طبق این مدل سهولت ادراک شده، مفید بودن ادراک شده و یک عامل اضافی امنیت ادراک شده مورد بررسی، قرارگرفت .روش تحقیق علی - مقایسه ای و آزمون آماری، تجزیه و تحلیل واریانس یک طرفه جهت آزمون فرضیه ها مورد استفاده قرار گرفت . نتیجه تحقیق نشان داد تاثیر سطوح مختلف عوامل موثر بر گرایش مشتریان در استفاده از خدمات بانکداری الکترونیکی متفاوت است.

کلیدواژه‌ها


عنوان مقاله [English]

Identifying Factors Effective on the Customer Tendency to Use Electronic Banking Services

نویسندگان [English]

  • Shahram Gilaninia 1
  • Seyed Javad Mousavian 2
1 Assistant Professor, Department of Management, Rasht Branch, Islamic Azad University, Rasht, Iran
2 Master of Business Administration and lecturer at Islamic Azad University
چکیده [English]

Today, service industry is changing in the world. New technologies have changed the methods of the service-giving to customers in many organizations. Information and communication technology has also affected bank services. In this research, we study the effect of different levels of factors affecting the customer tendency to use electronic banking services based on Davis’s technology acceptance model in banking industry. According to this model, the perceived ease, the perceived usefulness and an additional factor, the perceived security, were studied. The research method was causal-comparative, and in order to test the hypothesis, the ANOVA model was used. The results showed that the effect of different levels of factors affecting the customer tendency to use electronic banking services is different, and all research hypotheses were confirmed.
 

کلیدواژه‌ها [English]

  • Electronic banking
  • Autamated teller machines
  • Point of sale
  • Technology acceptance model
  • Consumer tendency
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