Structural model of desire to use electronic banking services based on personality dimensions and brand management

Subject Areas : Improving services and increasing customer satisfaction

marzieh yarizanganeh ¹ , Alireza Nik Seresht ²

1 - Department of Knowledge and Information Science, Marvdasht branch. Islamic Azad University , Marvdasht , Iran.
2 - Employee of Sepah Bank

Received: 2024-04-12 Accepted : 2024-06-10 Published : 2024-06-19

Keywords: personality dimensions, brand management, electronic banking, brand management, brand image, brand identity, brand performance,

Abstract :

The present study was conducted with the purpose of testing the appropriateness of the assumed model of willingness to use electronic banking services based on personality components and brand management in Sepah Bank. In terms of the purpose of the present study, in terms of its applied purpose, in terms of its nature and descriptive method, correlation is the type of structural equation modeling. The statistical population of the research is the clients receiving banking services of Sepah Bank in Fars province, and the sample size was determined through Morgan's table (number 384) as an information gathering tool. In order to measure individual personality dimensions, Myers et al.'s (1998) personality questionnaire, to measure brand management, brand image from Lin et al.'s (2015) questionnaire, brand identity from Mill and Ashforth's (1992) questionnaire, brand performance from Cassidy, Weimer and Okas questionnaire. , (2018) was used. Cronbach's alpha coefficient obtained (dimensions of individual personality, 0.749, brand image, 0.734, brand identity, 0.841, brand performance, 0.801) indicates that the reliability of the tool has an acceptable level. In the analysis of research data, descriptive statistics and inferential statistics have been used to estimate hypotheses from correlation matrix and structural equation modeling. SPSS version 25 software was used for data analysis and 3 pls software was used for model fitting. The research results indicate that positive and significant relationships have been estimated between all research variables at the level of (p<0.01). The highest correlation was estimated in the dimension of personality components related to the judgment variable and in the dimension of brand management, the highest correlation was estimated to be related to brand performance. In line with the hypotheses of the research, it was determined that most of the investigated paths in the model were realized The indicators of the proposed model had an

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