Analyzing the reasons for unpopularity of ATM cards in Tehran and introducing an appropriate framework to increase the use of these cards

Subject Areas : Futurology

D. Venus ¹ ( ندارد )
M. Mokhtaran ² ( ندارد )

Received: 2015-01-13 Accepted : 2015-01-13 Published : 2005-06-22

Keywords: marketing mix, Product, Price, place, Promotion, Process, Physical Evidence, Personnel, ATM card,

Abstract :

 The main purpose of the survey is to analyze why ATM cards are not so welcomed, and also tomaintain and increase the number of the users of such cards. The theoretical framework of theresearch is based on Marketing Mix of (7P) services and according to this, seven (7) hypotheseshave been presented and appropriate statistical analyses have been conducted to confirm or rejectthe hypotheses.The research is a descriptive survey.The statistical population consists of the users and non-usersof ATM cards in Tehran during 1382, and by distributing 400Questionnaire between the visitors of the bank, a sample of 120 subjects of non-users and anothersample of 140 subjects of users have been classified .Cronbach Alpha quotient has been used to determine the reliability of the questionnaire, whichwas %84 .Median test, Mean intensity, One way analysis, Cruscal-Wallis, Friedman, Scheffe havebeen used to test the hypotheses. According to the result of the statistics, variable of Process wasgraded the first, variable of Place and Personnel were graded the second, variable of Product gradedthe third. variable of Price graded the forth, and variable of Promotion and Physical evidencegraded the fifth, and accordingly, an example has been introduced which presents the appropriatesolution for the use of Iran’s Banking system.