An analysis of factors affecting on customers’ adoption of internet-banking services using the graph theory
محورهای موضوعی : Operation Research
Ali Sharifi
1
(Department of Management, Rasht branch, Islamic Azad University, Rasht, Iran)
Mahdi Homayounfar
2
(Department of Industrial Management, Rasht Branch, Islamic Azad University, Rasht, Iran)
کلید واژه: adoption, Graph Theory, Multiple Criteria Decision Making (MCDM), DEMATEL, Internet Banking (IB),
چکیده مقاله :
The rapid development of Internet and electronic businesses have stimulated the banking sector towards encouraging customers to internet banking (IB), However, the evidence indicates a lack of interest in the use of IB services. Therefore, this paper aims to identify affecting factors on customer adoption from IB and measure the influence of each factor on IB adoption. Based on an explorative literature review, numbers of factors were considered as affecting factors on customer adoption of IB. Then, these factors were sent to a sample of IB customers in form of a questionnaire. Having collected the filled questionnaires and based on a statistical test, the more important factors explored among all. Hence, many of these factors have relationship with each others; a graph theory based technique (DEMATEL) with feedback structure is used to explore the direct and indirect effects of factors on the other factors and the whole system. The results indicate that: responsiveness (effective handling of problems), accessibility to IB services (hardware necessities), speed of network, ease of use and no need to physical attendance in bank branch, respectively, are the most critical factors.
توسعه سریع اینترنت و تجارت الکترونیکی، بخش بانکی را به سمت تشویق مشتریان به بانکداری اینترنتی (IB) را تحریک کرده است، با این حال، شواهد نشان دهنده عدم علاقه در استفاده از خدمات IB است. بنابراین، هدف این مقاله شناسایی عوامل موثر بر پذیرش مشتری ازطریق IB و سنجش تاثیر هر یک از عوامل در پذیرش IBاست. بر اساس یک بررسی آثار گذشته تحقیقاتی، تعدادی از عوامل به عنوان عوامل موثر در پذیرش مشتری از طریق IB در نظر گرفته شدند. سپس، این عوامل به یک نمونه از مشتریان IB در قالب یک پرسشنامه ارسال شدند. پس از جمع آوری پرسشنامه ها ی پر شده و بر اساس آزمون آماری، مهمترین عامل در میان آنها مورد تحقیق قرار گرفت. از این رو، بسیاری از این عوامل با یکدیگرمرتبط هستند؛ روش مبتنی نظریه گراف (DEMATEL) با ساختار بازخورد استفاده شده است تا اثرات مستقیم و غیر مستقیم عوامل موثر بر عوامل دیگر و کل سیستم را بررسی کند. نتایج نشان داد که: پاسخدهی (بررسی موثر مشکلات)، دسترسی به خدمات IB (نیازهای سخت افزاری)، سرعت شبکه، سهولت استفاده و بدون نیاز به حضور فیزیکی در شعبه بانک، به ترتیب، مهمترین عوامل بحرانی هستند.
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