Effect of customer attitude in Internet Banking(Case study: Refah Bank Customers)

Subject Areas : Multimedia Processing, Communications Systems, Intelligent Systems

shadi Adibifard ¹ ( Assistant Professor, Department of Business Management , Faculty of Management and Economic, Science and Research Branch, Islamic Azad University, Tehran, Iran )

Received: 2021-12-21 Accepted : 2022-10-12 Published : 2021-06-22

Keywords: Customer attitude, Digital Banking, Internet bank, technology acceptance,

Abstract :

Introduction: Internet banking is one of the methods used in banking operations. Fulfilling the needs and wishes of customers and creating satisfaction in them by meeting their expectations, while making them loyal to the bank, leads to an increase in financial resources and the survival of the organization. In addition, it provides the possibility of a stronger presence in the field of competition and a larger share of the market for the bank. This research has identified all the factors that can create customers' attitudes toward internet banking services. By identifying the influencing factors and increasing them, it is possible to create a desire to use and ultimately increase the actual and final use of Internet Bank.Method: This research is of an applied type and in terms of the method of gathering information it is in the category of descriptive research in terms of its nature and method it was classified as causal research because it discovered the cause or factors of an event in Refah Bank of Tehran. The statistical population of the research was the clients of Refah Kargaran Bank branches in Tehran, and 384 questionnaires were tested and the information was distributed and collected by a simple random cluster sampling method. The level of reliability and validity of the questionnaire was checked. In order to analyze the collected data, the method of structural equation modeling was used using Lisrel software, which basically examines the causal relationship between variables.Findings: The results of the research revealed the effect of quality, perceived fairness of service, technology acceptance and compatibility on attitude, the effect of quality, attitude and compatibility on satisfaction, the effect of satisfaction on electronic trust, the effect of satisfaction and electronic trust on the willingness to actually use. In addition, the positive effect of the quality of internet banking services on the attitude of customers means that when the quality of banking services is high from the point of view of the customer, the attitude of the customers will also be positive.Discussion: In order to pay attention to and emphasize the quality of internet banking services and indicators such as reliability, responsiveness, availability, adequacy, and security of the network, attention, and emphasis should be given to the perceived justice in addition to attention and emphasis to the acceptance of internet banking service technology. And paying attention to the compatibility of customers with internet banking services and indicators such as creating a good feeling by using internet banking services. Also, emphasis should be placed on the attitude of customers towards internet banking and indicators such as beliefs and positive or negative view toward internet banking.Keywords: customers’ attitude, Internet bank, Technology acceptance, Digital banking.

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