Analyzing the Reasons for Unpopularity of ATM Cards and Introducing an Appropriate Framework to Iincrease the Use of These Cards

Subject Areas : Jounal of Marketing Management

D. Venus ¹ ( استادیار، عضو هیات علمی دانشگاه تهران )
M. Mokhtaran ² ( استادیار، عضو هیات علمی دانشگاه آزاد اسلامی واحد فیروزکوه )

Received: 2014-06-10 Accepted : 2014-06-10 Published : 2007-03-21

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 to maintain and increase the number of the users of such cards. The theoretical framework of the research is based on Marketing Mix of (7P) services and according to this, seven (7) hypotheses have been presented and appropriate statistical analyses have been conducted to confirm or reject the hypotheses. The research is a descriptive survey.The statistical population consists of the users and non-users of ATM cards in Tehran during 1382, and by distributing 400. Questionnaire between the visitors of the bank, a sample of 120 subjects of non-users and another sample of 140 subjects of users have been classified . Cronbach Alpha quotient has been used to determine the reliability of the questionnaire, which was %84 .Median test, Mean intensity, One way analysis, Cruscal-Wallis, Friedman, Scheffe have been used to test the hypotheses. According to the result of the statistics, variable of Process was graded the first, variable of Place and Personnel were graded the second, variable of Product graded the third. variable of Price graded the forth, and variable of Promotion and Physical evidence graded the fifth, and  accordingly, an example has been introduced which presents the appropriate solution for the use of Iran’s Banking system.