Investigating Factors Influencing Customer Behavior in the Use of Electronic Services of Shahr Bank

Abstract

Objective: The purpose of this study is to investigate the factors influencing customer behavior in the use of electronic services of Shahr Bank. Methodology: This study employed a quantitative research method. A total of 77 components were extracted from the literature and categorized into four dimensions: sociological, psychological, demographic, and technical services. Additionally, 10 indicators, including culture and norms, social class, social pressure, demographics, quality of technical services, ease of technical services, and behavioral, emotional, perceptual, and personality factors, were determined. After content validation, the initial research model was examined. A questionnaire was designed for data collection and distributed among the bank's customers. Findings: The findings, using exploratory factor analysis, revealed that the dimensions and indicators identified in the first phase of the study were sufficiently valid. Results indicate that psychological, demographic, and technical service factors have significant effects on customer behavior in utilizing electronic services. Conclusion: The final model of the study was developed based on the internal relationships between variables and statistical analyses. This model can serve as a framework for improving the acceptance of electronic technologies in banking. Based on the findings, recommendations were provided to increase the adoption of electronic services at Shahr Bank.