Paper Information

Title: 

THE ROLE OF NEW BANKING SERVICES IN COSTUMER ATTRACTION CASE STUDY: POINT OF SALE (POS) TERMINALS

Type: POSTER
Author(s): SAEIDA ARDAKANI S.,BAGHERZADEH M.
 
 
 
Name of Seminar: INTERNATIONAL CONFERENCE ON BANKING SERVICES MARKETING
Type of Seminar:  CONFERENCE
Sponsor: 
Date:  2009Volume 1
 
 
Abstract: 

Recognition of effective drivers and barriers on customer attraction by point of sale (POS) terminals can help banking network managers to programming for providing customers adoption conditions and would lead to development of this system. 42 effective factors (21 drivers and 21 barriers) on customer attraction by point of sale (POS) terminals extract using literature and expert of Keshavarzi bank of Yazd Province viewpoints. Statistics society of this article include scardholders of Shetab network banks that be able to buying goods and services by point of sale (POS) terminals of Keshavarzi bank of Yazd Province. Using fuzzy TOPSIS technique specified that factors such as "point of sale (POS) terminals availability in most shops", "presenting 24 hours services by the banks", "more security than other payment method" and "don't need to pay any wage to the bank" are more important in drivers sector in customer attraction in using point of sale (POS) terminals. Following factors are more effective in barriers sector: 1. Slowness of system speed especially in holidays and celebration days, 2. Point of sale (POS) terminals are blocked in different time especially in holidays, 3. Impossibility use electronic insurance services (card, POS terminals, failing transactions insurance and, ...) and 4. Lack of advertisement on the field of pos terminals. Finally we also present solutions and suggestions for banking network managers and future research.

 
Keyword(s): BANKING SERVICES, COSTUMER ATTRACTION, POINT OF SALE (POS) TERMINALS
 
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