Structural model of desire to use electronic banking services based on personality dimensions and brand management
Subject Areas : Improving services and increasing customer satisfaction
marzieh yarizanganeh
1
(Department of Knowledge and Information Science, Marvdasht branch. Islamic Azad University , Marvdasht , Iran.)
Alireza Nik Seresht
2
(Employee of Sepah Bank )
Keywords: personality dimensions, brand management, electronic banking, brand management, brand image, brand identity, brand performance,
Abstract :
The present study was conducted with the purpose of testing the appropriateness of the assumed model of willingness to use electronic banking services based on personality components and brand management in Sepah Bank. In terms of the purpose of the present study, in terms of its applied purpose, in terms of its nature and descriptive method, correlation is the type of structural equation modeling. The statistical population of the research is the clients receiving banking services of Sepah Bank in Fars province, and the sample size was determined through Morgan's table (number 384) as an information gathering tool. In order to measure individual personality dimensions, Myers et al.'s (1998) personality questionnaire, to measure brand management, brand image from Lin et al.'s (2015) questionnaire, brand identity from Mill and Ashforth's (1992) questionnaire, brand performance from Cassidy, Weimer and Okas questionnaire. , (2018) was used. Cronbach's alpha coefficient obtained (dimensions of individual personality, 0.749, brand image, 0.734, brand identity, 0.841, brand performance, 0.801) indicates that the reliability of the tool has an acceptable level. In the analysis of research data, descriptive statistics and inferential statistics have been used to estimate hypotheses from correlation matrix and structural equation modeling. SPSS version 25 software was used for data analysis and 3 pls software was used for model fitting. The research results indicate that positive and significant relationships have been estimated between all research variables at the level of (p<0.01). The highest correlation was estimated in the dimension of personality components related to the judgment variable and in the dimension of brand management, the highest correlation was estimated to be related to brand performance. In line with the hypotheses of the research, it was determined that most of the investigated paths in the model were realized The indicators of the proposed model had an
1- احقر بازرگان، ن.، صنایعی، عل.، انصاری، آ. (1396). بررسی تأثیر ابعاد شخصیتی مایرز بریگز بر تمایل به خرید الکترونیکی خریداران. مدیریت بازرگانی، 9(1)، 21-42. doi: 10.22059/jibm.2017.62310
2- بارون، ر. (۱۳۸۷) تیپ شخصیتی من کدام است؟، ترجمه مهدی قراچه داغی، تهران، نشر پوینده
تایگر، پاول و باربارا تایگر (1388) شغل مناسب شما، ترجمه مهدی قراچه داغی، انتشارات نقش و نگار.URL: http://mieaoi.ir/article-1-485-fa.html
3- رسولی، الف، عباسی، ر.، معینی، ح. (1397). بررسی تأثیر کیفیت خدمات الکترونیکی بر قصد خرید اینترنتی کتاب با نقش میانجی اعتماد و تصویر شرکت. کتابداری و اطلاع‌رسانی، 21(1)، 153-179 . doi: 10.30481/lis.2018.54694
4- سلیمانی بشلی، ع. (1391).خلاقیت در بازاریابی خدمات بانکی. انتشارات اتحاد
5- سیفی، ر. (1399) بررسی نقش اعتماد و ابعاد کیفیت در استفاده واقعی از خدمات بانکداری تلفن همراه (مطالعه موردی: بانک آینده در استان مازندران)، پایان نامه کارشناسیارشد، مؤسسه آموزش عالی راه دانش - بابل، گروه مدیریت
6- صابریان، ح. میرمیران س. ج. (1400). تأثیر تصویر برند، انتظارات مشتریان و کیفیت خدمات بر رضایت مشتریان و وفاداری مشتریان با نقش میانجی ارزش درک شده (مورد مطالعه: شرکت ایرانخودرو). نشریه علمی رویکردهای پژوهشی نوین مدیریت و حسابداری 29-44، 5(18)،. https://majournal.ir/index.php/ma/article
7- عربشاهی، م.، مخارقی، ل. (1401) بررسی اثرات کیفیت خدمات بانکداری سبز بر وفاداری مشتریان با میانجیگری رضایت، ارزش درک شده و اعتماد، مجله مدیریت سبز و توسعه،.(1)1
8- محمودی میمند، م.، وزیر زنجانی، ح.، و خلیلی یادگاری، م. (1391). ابعاد شخصیتی تست مایرز-بریگز (MBTI) و تمایل خرید مشتریان. تحقیقات بازاریابی نوین، 2(4)، . 151-165
9- Arnaldo, C., Cristela, B., & Filipa, P. (2019). Brand Communities’ Relational Outcomes, Through Brand Love. J. Prod. Brand Manag. 28, 154–165.
10- Black, I., & Veloutsou, C. (2016).Working consumers: Co-creation of brand identity, consumer identity and brand community identity. Journal of Business Research, 7(1), 399-410.
11- Casidy, R., Wymer, W., & O’Cass, A. )2018(Enhancing hotel brand performance through fostering brand relationship orientation in the minds of consumers. Tourism Management, 66, 72-84.
12- Chernatony, L., & Segal-Horn, S. (2001). Building on services' characteristics to develop successful services brands. Journal of Marketing Management, 17(7/8) pp. 645–669.
13- URL: http://search.epnet.com/login.aspx?direct=true&db=..
14- Chiang, K.P. & Dholakia, R. R. (2003). Factors driving consumer intention to shop online: an empirical investigation. Journal of Consumer Psychology, 13(1-2), 177-183.
15- Farag, S., Schwanen, T., Dijst, M. & Faber, J. (2007). Shopping online and/or instore? A structural equation model of the relationships between e-shopping
and in-store shopping. Transportation Research Part A: Policy and Practice,
41(2), 125-141.
16- Gengler, C.E.; Mulvey, M.S. planning pre-launch positioning: Segmentation via willingnessto-pay and means-end brand differentiators. J. Brand Manag. 2017, 24, 230–249.
17- Ghodeswar, B.M. (2008).Building brand identity in competitive markets: a conceptual model. Journal of Product & Brand Management, 17(1), 4-12.
18- Harrington, R., & Loffredo, D. A. (2010). MBTI personality type and other factors that relate to preference for online versus face-to-face instruction. The
Internet and Higher Education, 13(1), 89-95.
19- Homburg, C. (2017). Marketingmanagement: Strategie Instrumente Umsetzungnternehmensführung; Springer: Wiesbaden, Germany.
20- Islam, J.U., et al., (2020). Impact of website attributes on customer engagement in banking: a solicitation of stimulus-organism-response theory. Int. J. Bank Market. 38 (6), 1279–1303.
21- Kao, T. W. D., & Lin, W. T. (2016). The relationship between perceived e-service quality and brand equity: A simultaneous equations system approach. Computers in Human Behavior, 57, 208-218.
22- Keller, K. L. (2007). Strategic brand management: building, measuring and managing brand equity (3rd Ed.). Pearson Higher Ed USA.
23- Kotler, P., & Armstrong, G. M., (2018), Marketing Mix: Selected Chapters From: Principles of Marketing, Philip Kotler and Gary Armstrong. Pearson
24- Kwateng, K. O., Atiemo, K. A. O., & Appiah, C. (2019). Acceptance and use of mobile banking: An application of UTAUT2. Journal of Enterprise Information Management. 32(1), 118-151.
25- Lasman, F. (2019). Determinants of Customer Satisfaction and Its Implications on Loyalty at Government-owned Commercial Banks in West Sumatera. Review of Integrative Business and Economics Research, 8, 222.
26- Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L., (2015), online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218.
27- Mael, F. A. and Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13, 103-123.
28- Massara, F.; Porcheddu, D.; Melara, R.D.(2018) Luxury brands pursuing lifestyle positioning: Effects on willingness to pay. J. Brand Manag., 26, 291–303.
29- Myers, I. B., McCaulley, M. H., Quenk, N. L. & Hammer, A. L. (1998). MBTI manual: A guide to the development and use of the Myers-Briggs Type
Indicator (Vol. 3): Consulting Psychologists Press Palo Alto, CA.
30- Rahmi, R. A., & Handayani, P. W. (2023). The influence of users’ perspective factors on mobile banking adoption in Indonesia. Journal of Science and Technology Policy Management. https://doi.org/10.1108/JSTPM-01-2022-0008
31- Sewaka, S., Anggraini, K., Mas’adi, M., Nurhadi, A., & Arianto, N. (2023). The efect of customer satisfaction and service quality of banking products on loyalty of bank customer inTangerang. International Journal of Artifcial Intelligence Research.https://doi.org/10.29099/ijair.v6i1.295
32- Tetteh, J. E. (2022). Electronic banking service quality: Perception of customers in the GreaterAccra region of Ghana. Journal of Internet Commerce, 21(1), 104–131.
https://doi.org/10.1080/15332861.2020.1870340
33- Wang, Y.; Qub, H. and Yange, J.(2019).The formation of sub-brand love and corporate brand love in hotel brand portfolios, International Journal of Hospitality Management, 1(77), 375-384.
34- Wong, H. Y., & Merrilees, B. (2008). The performance benefits of being brand-orientated. Journal of Product & Brand Management, 17(6): 372-383.
35- Wu, C.-G. & Ho, J.C. (2022), "The influences of technological characteristics and user beliefs on customers' perceptions of live chat usage in mobile banking", International Journal of Bank Marketing,. 40 (1), 68-86. https://doi.org/10.1108/IJBM-09-2020-0465
36- Yeh, Y. H., & Choi, S. M., (2011), “MINI-lovers, maximouths: An investigation of antecedents to eWOM intention among brand community members”. Journal of Marketing Communications, 17(3), 145-162
37- Yousuf, I., & Shanyu, L. (2021). Examining the Factors Impact People’s Intention to Adoption of E Banking in Mogadishu-Somalia. American Journal of Industrial and Business Management, 11, 1218-1236.
38- Zephaniah, C. O., Ogba, I. E., & Izogo, E. E. (2020). Examining the effect of customers’ perception of bank marketing communication on customer loyalty. Scientific African, e00383