شناسایی عوامل موثر بر گرایش مشتریان در استفاده از خدمات بانکداری الکترونیک
محورهای موضوعی : مدیریت بازرگانی
شهرام گیلانی نیا
1
(
استادیار گروه مدیریت، واحد رشت ،دانشگاه آزاد اسلامی،رشت،ایران
)
سید جواد موسویان
2
(
کارشناس ارشد مدیریت بازرگانی و مدرس دانشگاه آزاد اسلامی
)
کلید واژه: بانکداری الکترونیک, دستگاه خودپرداز, پایانه فروش, مدل پذیرش فناوری, گرایش مشتریان,
چکیده مقاله :
امروزه صنعت خدمات در دنیا در حال تغییر است. فناوری های جدید، روش ارایه خدمت به مشتری را در بسیاری از سازمان های خدماتی دگرگون کرده است. خدمات رسانی بانک ها نیز تحت تاثیر فناوری اطلاعات و ارتباطات دچار تحولات اساسی شده است. در این تحقیق تاثیر سطوح مختلف عوامل موثر بر گرایش مشتریان در استفاده از خدمات بانکداری الکترونیک طبق مدل پذیرش فناوری دیویس در صنعت بانکداری مورد مطالعه قرار گرفته است. طبق این مدل سهولت ادراک شده، مفید بودن ادراک شده و یک عامل اضافی امنیت ادراک شده مورد بررسی، قرارگرفت .روش تحقیق علی - مقایسه ای و آزمون آماری، تجزیه و تحلیل واریانس یک طرفه جهت آزمون فرضیه ها مورد استفاده قرار گرفت . نتیجه تحقیق نشان داد تاثیر سطوح مختلف عوامل موثر بر گرایش مشتریان در استفاده از خدمات بانکداری الکترونیکی متفاوت است.
Today, service industry is changing in the world. New technologies have changed the methods of the service-giving to customers in many organizations. Information and communication technology has also affected bank services. In this research, we study the effect of different levels of factors affecting the customer tendency to use electronic banking services based on Davis’s technology acceptance model in banking industry. According to this model, the perceived ease, the perceived usefulness and an additional factor, the perceived security, were studied. The research method was causal-comparative, and in order to test the hypothesis, the ANOVA model was used. The results showed that the effect of different levels of factors affecting the customer tendency to use electronic banking services is different, and all research hypotheses were confirmed.
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Jahangiri, F. (2007). Investigating Effective Factors in Electronic Preparation for Electronic Banking in Saderat Bank. Master's Thesis, Tehran: Tarbiat Modares University, (In Persian).
Joseph, M., Sekhon, Y., & Stone, J. (2009), "Aranking of importance of selected technology on consumer perception of service delivery performance"International journal of American Academy of business, pp.210-213.
Kamel, S., & Hassan, A. (2007),"Assessing the introduction of electronic banking in Egypt using the technology acceptance model", Annals of cases on information technology, No.5, pp.1-25.
Khaki, Gh. R. (2008). Research Method in Management. Tehran: Islamic Azad University Press, (In Persian).
Laukkanen, T. (2007), "Internat VS mobile banking: compering customer value perceptions”, Businessprocess Management Journal, 6, 788-797.
Lee, Y., kosar, K., & Larsen, K. (2006)," The Technology Acceptance Model: past, present, and Future “, communication of the Association information systems, vol 12.
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Moradian, L. (2004). Electronic Banking and Others Experiences. Journal of Trade, 118, (In Persian).
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Teo, T. S. H., & Lin, H. (2009),"Adopters and non-adopters oe-procurement in Singapore: An empirical study”, omega 37, pp. 927-987.
Venkatesh, V., Morris, M. G., & Davis, G. B. (2003), User acceptance of information technology: toward a unified view. Mis quarterly, 3, 425-478.
Wang, Y., Wang Lin, H., & Tang, T. (2007)," Determinants of user acceptance of internet banking: an empirical study “, International Journal of service Industry Management.
Yao, J. (2003), “Technoloyy Acceptance Model for wireless internet “, Electronic Networking Applications and policy, vol 13, No3.
Yiu, C. S., Grant, K., & Adgar, D. (2007),"Factors affecting the adoption of Internet Banking in Hong Kong implication for the banking sector", International Journal of Information management, 27,336-351.
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Abbasi Nejad, H., & Mehrnoush, M. (2006). Electronic Banking, Tehran: Samt Publication, (In Persian).
Azizi Sarkhani, M. J., Allah Gholizade Azari, M., & Ladlooyi, H. (2008). Review of Existing Infrastructure of the Trade Bank for the Establishment of Electronic Banking. (Researcher) Management, (In Persian).
Bayat. M. (2008). Two Obstacles to Electronic Banking. Banking Electronics, (In Persian).
Bayat, M. (2008). How to Build Culture. Electronic Banking, (In Persian).
Bayat, M. (2008). Dear Customer, Wherever You Want Bank Establish Branch. Electronic Banking, (In Persian).
Blount, Y. (2008), "Employee Development strategies in the B2C Banking environment: tow Australian case stadies", Melbourne, deakin university.
Bueno, S., & Salmeron, J. (2008),"TAM-based success modeling in ERP”, interacting with computers, l20, 515-523.
Chang, H. (2007)."Exploring the digital capital indicators of Internet Banking in Taiwan”, journal of American Academy of Business, 9(1), pp.210-213.
Davis, F., Bagozzi, R., Warshaw, P. ( 1989), “User acceptance of computer technology: a comparison of two theoretical models".
Delawar, A. (2004). Theoretical and Practical Foundations of Research in the Humanities and Social Sciences. Growth Publishing, (In Persian).
Doll, W., Hendrickson, A., & Xiandong, D. (1998),”Using Davis, perceived Usefulness and ease-of-use instruments for decision making: Aconfirmatory and multi-group invariance analysis, Decision Sciences, No4, 839-869.
Fishbein, M., & Ajzen, I. (1975). Bilief, attitude, intension and behavior: an introduction to theory and research, reading, MA: Addison Wesley.
Harrison, T. (2008)." Financial Services Marketing, Edinburgh", Prentice Hall.
Hubbard, M., & Walter, D. (2007)," Community advantage panel Study: social impacts of homeownership “, center of community capitalism: Chapel Hill, NC.
Ildari, S. (2005). The Impact of E-Commerce on the Microfinance Banking. Monthly Gazette of SADERAT Bank 30, (In Persian).
Jahangiri, F. (2007). Investigating Effective Factors in Electronic Preparation for Electronic Banking in Saderat Bank. Master's Thesis, Tehran: Tarbiat Modares University, (In Persian).
Joseph, M., Sekhon, Y., & Stone, J. (2009), "Aranking of importance of selected technology on consumer perception of service delivery performance"International journal of American Academy of business, pp.210-213.
Kamel, S., & Hassan, A. (2007),"Assessing the introduction of electronic banking in Egypt using the technology acceptance model", Annals of cases on information technology, No.5, pp.1-25.
Khaki, Gh. R. (2008). Research Method in Management. Tehran: Islamic Azad University Press, (In Persian).
Laukkanen, T. (2007), "Internat VS mobile banking: compering customer value perceptions”, Businessprocess Management Journal, 6, 788-797.
Lee, Y., kosar, K., & Larsen, K. (2006)," The Technology Acceptance Model: past, present, and Future “, communication of the Association information systems, vol 12.
Medical Sciences, Y., & Dabagh Rezaei, S. (2005). The Role of Information and Communication Technology in Economic Growth. Tadbir, (In Persian).
Moradian, L. (2004). Electronic Banking and Others Experiences. Journal of Trade, 118, (In Persian).
Movahedi, M. (2003). Introduction, Review and Modification of Technology Acceptance Model (According to Iran). International Management Conference, (In Persian).
Pour Mirza, A. (2008). Admission with Electronic Credits from Iranian Customers in 2007. Tehran: Master's Thesis, Tehran: Tarbiat Modares University, (In Persian).
Rezaian, A. (2006). Basics of Organizational Behavior Management. Tehran: Samt Publication, (In Persian).
Salehi Maman, M. (2004). Identifying the Effective Factors on the Banking Customers' Risks to Use ATM Banking Systems. Master's Thesis, Tehran: University, (In Persian).
Seyyed Javadin, S., & Yazdani, Sh. (2005). Investigating Factors Affecting on the Intention of Customers to Use Internet Banking Services (Saman Bank study). Knowledge Management, 45, (In Persian).
Schneider, G. (2006)."Business strategies", Andy Pickering, Boston.Thomson course technology.
Teo, T. S. H., & Lin, H. (2009),"Adopters and non-adopters oe-procurement in Singapore: An empirical study”, omega 37, pp. 927-987.
Venkatesh, V., Morris, M. G., & Davis, G. B. (2003), User acceptance of information technology: toward a unified view. Mis quarterly, 3, 425-478.
Wang, Y., Wang Lin, H., & Tang, T. (2007)," Determinants of user acceptance of internet banking: an empirical study “, International Journal of service Industry Management.
Yao, J. (2003), “Technoloyy Acceptance Model for wireless internet “, Electronic Networking Applications and policy, vol 13, No3.
Yiu, C. S., Grant, K., & Adgar, D. (2007),"Factors affecting the adoption of Internet Banking in Hong Kong implication for the banking sector", International Journal of Information management, 27,336-351.
