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Prediction of customers’ attitudes toward using internet banking in Iran
2007 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Banking, one of the most information intensive sectors, is an ideal domain for the successful development of e-commerce. The present study focuses on e-commerce opportunities for improving customer services in the Iran banking sector. First part of this study reports on a survey of 31 top marketing and IT managers from three major Iranian governmental banks. The results indicate that the potential of e-commerce ranges from simple applications, such as giving information about services, to more sophisticated ones that involve customers in services design and customization. Suitable management actions are proposed to Iranian banks in order to fully benefit from the Internet. At present, one of the key challenges of the Internet as a service delivery channel is how banks manage service quality, which holds a significant importance to customer satisfaction. On the other hand, in this new era of cyberservice, marketing managers must reappraise their approach to marketing services in general and international services in particular. In the meantime, in the second part of this report, a large quantitative survey with customers has been conducted by testing and analysing the attributes which involve for customer attitudes toward using Internet banking. Based on a detailed literature review and frame of reference, a conceptual model of the adoption process for self-service technologies is developed and tested across Internet banking technology used in the banking industry. The Internet banking technology is relatively new to the Iran marketplace. Data were collected using a survey of 234 banking customers in a one-state area (Tehran) and analyzed using path analysis modeling. The results of the model tests on this technology provides evidence that different factors including: Ease of Use, Usefulness, Need for interaction, Risk and Cost with different degree of intensity influence attitudes toward using Internet banking and offers an explanation of the varying degrees of acceptance found among different type of customers. This research has demonstrated that multiple factors need to be considered when introducing new technology into the service encounter and that the salient factors may vary and their stages in the adoption process.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, e-Commerce, Banking, Iranian banks, International services, Internet banking, Attitudes
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-55800ISRN: LTU-PB-EX--07/026--SELocal ID: c9f0236f-d5cf-40ff-9e8d-0945f3056092OAI: diva2:1029184
Subject / course
Student thesis, at least 30 credits
Educational program
Electronic Commerce, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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