Explaining the Affecting Factors of M-Banking Acceptance by Saderat Bank's Customers

Subject Areas : Jounal of Marketing Management

A. R. Konjkave Monfared ¹ , M. Mirhoseini ²

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Received: 2013-08-21 Accepted : 2013-08-21 Published : 2013-03-21

Keywords: Mobile bank, Technology Acceptance Model (T, IDT, Saderat bank, Yazd province,

Abstract :

Nowadays, customer satisfaction can be considered as the most important of new performance indicators for organizations to achieve competitive advantage. Also, in the banking system, customers are the main axis and in fact everything is done to attract their attention. So, the technology acceptance model (TAM) is particularly useful for explaining and analyzing Technology-usage behavior. Hence in this paper a technology acceptance model is introduced and analyzed for exploring mobile bank adoption. In terms of purpose, this investigation is typically practical and in terms of methodology/approach is survey based. This study is done in 6 month (1390). Statistical population of this study includes all branches of Yazd Saderat for population is selected. A sample of 296 people has been selected randomly. Moreover Path analysis is used for evaluates and analyzes the model fitting. The results show that all factors in model have direct or indirect effect on actual use of m-banking. Also, Perceive usefulness has the most effect.