Present and test the model of factors affecting the adoption of e-banking based on Grounded theory (Case Study: Maskan Bank of IRAN)

Subject Areas : business management

ali omidi ¹ , Vahid reza mirabi ² , Edris Mahmudi ³

1 - Department of Business Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran.
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
3 - Department of Business Management, shahid chamran University, ahvaz, iran.

Received: 2019-12-07 Accepted : 2019-12-16 Published : 2020-03-20

Keywords: Customer Satisfaction, Electronic banking, loyalty, perceived value, Perceived Assurance, Perceived Functional Quality,

Abstract :

The purpose of this study was to identify a comprehensive model for accepting e-banking in MASKAN Bank of Iran. In accordance with the systematic model of the Grounded theory, IT managers of the Maskan Bank in 20 provinces were interviewed with profound qualities as experts. After encoding the interviews in 3 stages, a model for accepting Banking Electronics Bank was identified. The results showed that five factors are effective factors in accepting e-banking: cost savings, customer needs management, perceived assurance, perceived functional quality and perceived value. In the next step, based on the obtained model, a questionnaire was designed and 18 hypotheses were formulated. After data collection, using the Structural Equation and LISREL software, the research model was tested. The results of this stage indicated that all of the five factors, due to customer attitudes toward e-banking, have indirect effects on such outcomes as customer satisfaction, customer loyalty and trust.