Explaining the Effectiveness of Factores Affecting the Satisfaction of Small and Medium Companies from Electronic Banking Services from the Perespective of Entrepreneurship.

Subject Areas : marketing

Hadi Ghadimi ¹ , Hossein Vazifehdust ² , vahid reza mirabi ³

1 - Department of Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran
2 - Professor, Department of Business Management, Research and sciences Branch, Islamic Azad University, Tehran
3 - associate professor business management department islamic azad university

Received: 2023-11-20 Accepted : 2023-12-19 Published : 2023-11-22

Keywords: Customer Satisfaction, Small and Medium-sized Enterprises, Structural-Interpretive Model (ISM), electronic banking services,

Abstract :

The present research is an exploratory mixed-method study with a structural-interpretive modeling approach, conducted using a survey method. The qualitative phase data collection tool consisted of semi-structured interviews, and the quantitative phase involved a questionnaire developed from the qualitative interviews. The validity of the research tools was confirmed through expert consultation and university professors' feedback, and their reliability was established through a pilot study, resulting in a questionnaire reliability coefficient of r=0.85, indicating high reliability. In the qualitative section, a targeted sample of 12 experts and stakeholders was selected. In the quantitative section, 60 deputy managers, managers, and experts from small and medium-sized companies in the industrial town of Eshtehard Karaj, who were recipients of banking services, especially digital banking, were selected using cluster sampling. By gathering expert opinions in the structural-interpretive modeling method, themes were identified, and the relationships and sequence of factors were transformed into a model of factors affecting the satisfaction of small and medium-sized enterprises (SMEs) with digital banking services. The results showed 122 primary codes, 28 sub-themes, and 12 main components, including high quality of digital banking products and services, sustainability in digital banking development, operational digital banking system, creating a competitive environment, employee training, customer expectations consideration, creating a distinct product and service in digital banking, market-oriented attention and planning, brand value creation in digital banking, legal compliance in digital banking, observance of social citizenship rights, and stakeholder requirements consideration.