Investigating the effect of electronic word of mouth practices on the mobile banking adoption intention due to the role of trust and costomer involvement (Case study: Bank Mellat customers in Tehran)
Subject Areas : Commercial Management
مسعود صمدزاده
1
(استادیار، گروه مدیریت،واحد شهرقدس، دانشگاه آزاد اسلامی، تهران، ایران)
Setareh Akhavan
2
(Master of Marketing Management, Shahr Quds branch of Islamic Azad University, Tehran,)
Keywords: Mobile Banking, Customer Trust, Customer Engagement, Electronic word-of-mouth marketing, usage intention,
Abstract :
The present study is an applied descriptive survey study that investigates the effect of electronic methods of word of mouth marketing on the intention to use banking with regard to the role of trust and customer engagement among Bank Mellat customers in Tehran, for this purpose 385 people through Available sampling was selected to answer the questionnaire as a data collection tool and the collected data were analyzed after checking the validity and reliability of the questionnaire and its standardization through structural equations and Smart PLS software. The results showed that the quality Argument, capacity, stability and credibility of the source have a positive and significant effect on trust in banking and the intention to use mobile banking, but the volume of marketing has only affected the intention to use mobile banking. Customer engagement also moderates the relationship between word-of-mouth electronics and banking trust. According to the results of the research, it can be said that Bank Mellat and other banks can use electronic methods of word-of-mouth marketing to develop and expand their activities.tomer engagement also moderates the relationship between word-of-mouth electronics and banking trust
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