خلاصة:
Due to the increasing importance of Internet Banking and the critical actions
taken by banks in order to offer Internet Banking services in Iran and also
according to the increasing number of customers using Internet Banking
services, it is essential for bank marketers to understand Internet Banking
customers better. Only through this comprehension the marketers are able to
develop strategies and tactics to attract and sustain their customers. In this study
we have investigated the influential factors in Internet Banking customer’s
attitude. Electronic questionnaires were applied for data gathering through case
study of Mellat Bank internet banking customers. According to research findings
and conclusions it is suggested to apply different marketing strategies for
different age groups, provide customers with the opportunity of using Internet
Banking Services and achieving good experiences, and present information and
training focusing on Internet Banking benefits.
ملخص الجهاز:
Providing A Conceptual Model for Identifying Critical Success Factors (Csfs) Affecting Internet Banking Customer's Attitude (Case Study: Mellat Bank) Prof.
According to research findings and conclusions it is suggested to apply different marketing strategies for different age groups, provide customers with the opportunity of using Internet Banking Services and achieving good experiences, and present information and training focusing on Internet Banking benefits.
On the other hand perception of customers towards the opportunities provided by internet banking e- services, affect their attitudes toward this field (Tunke Nejad,1384; Shwu-Ing Wu, 2003; Jarvenpaa and Todd, 1997; Jayawardhena, 2004).
They found significant relationship between these three components and their research results which revealed that customers who have a strong desire to use computer, have more favorable beliefs and attitudes toward online clothes shopping through the internet than others.
Effective variables on attitudes of internet banking customers which evaluated in this study are shown in Figure 1.
Based on the model shown in figure 1 and by considering literature review, the following hypotheses are assumed: 1- There is significant relationship between customers' demographic data and attitude towards internet banking.
Model in significant numbers In conclusion, customer purchase preference has the strongest relationship with attitude towards internet banking.
According to the approved model of study, factors that cause customers tend to use Internet banking services are considered.
Although the results of structural equations model show that there is a significant relationship between customer's life style and their attitudes towards internet banking services.