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Title

IDENTIFYING FACTORS EFFECTIVE ON THE CUSTOMER TENDENCY TO USE ELECTRONIC BANKING SERVICES

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 Start Page 103 | End Page 133

Abstract

 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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