The Internet Banking Services (IBS) in the Youth Market (Case Study: Eghtesad Novin Bank)

Subject Areas : Jounal of Marketing Management

A. Tajzadeh ¹ , S. Naysari Tabrizi ²

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Received: 2013-08-26 Accepted : 2013-08-26 Published : 2012-03-20

Keywords: Acceptance of internet banking, Benefit, social influence, Perceived Risk, technology acceptance model, Theory of Reasoned Action,

Abstract :

Increasing growth and developments in communication technology has brought about a revolution in different aspects of human life and organizational performance. This technology has greatly modified the views and practical approaches of people, organizations and state governments country of Iran, however, is so new in accomplishment of Electronic Banking and Electronic Commerce and especially internet banking services is a long way to go towards the ultimate satisfactory situation. In this study, we investigated the status of Internet banking services (IBS) in the young market and examined knowledge, attitudes and behavior and achievements will try to set up an image of how this modern banking system is being functioned in some Iranian private the Eghtesad Novin banks and what achievements it has yielded for the country so far. Finally, challenges which Iran will have to encounter using this modern system will be concerned. The results of research is "descriptive - survey" that sample consisted of 168 young people of bank customers' Eghtesad Novin examined using descriptive and inferential statistical methods to evaluate the status of Internet banking services in the youth market. Results showed that regarding young people (age 18-32) the application of positive attitudes and understanding of IBS. It also confirmed the positive relationship between satisfaction and loyalty is the quality of IBS.