Analysis of factors affecting customers' willingness to use electronic banking technology using the DEMATEL approach (Case study: Shahr Bank)
Subject Areas : Technology Development Infrastructures and Supporting organizations
Moein Mashaykhi
1
,
Seyed Mohammad Hassan Hosseini
2
,
رضا شیخ
3
1 - Shahrood University of Technology
2 -
3 - Shahrood University of Technology
Keywords: Digital technologies, electronic services, technology adoption, electronic banking,
Abstract :
The increasing growth of digital technologies and electronic services has played an essential role in improving the lifestyle of people in different societies. In this regard, the banking industry has tried to achieve electronic banking services with the expansion of these technologies. Although the development of electronic services always requires spending a lot of money, sometimes the use of these services is not accepted by customers or happens with a long delay. Therefore, identifying and strengthening the factors that affect the customers' interest in electronic technologies can accelerate the promotion of the use of these services. This study aims to analyze the factors affecting customers' willingness to use electronic services The research method is a mixed-exploratory type. After reviewing the research literature, the extracted components have been customized for the electronic banking industry based on the opinions of 12 banking industry experts using the Delphi method. Then these components were evaluated using the DEMATEL approach. The results of the research show that the needs and benefits of customers are two important components in customers' willingness to use electronic banking services. Also, the factors of time risk, time-saving, and four factors of available knowledge, service announcement, sufficient knowledge, and financial risk of customers show the greatest effect on customers' favor for electronic banking services.