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Evaluation Of Factors Influencing Tendency Towards E- Banking In Bank Customers


  • Nasser Hamidi

    (Department Of Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran)

  • Tahmineh Torabi Rad

    (Department Of Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran)

  • Alireza Jahany

    (Department Of Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran)


Today service industry is in process of change worldwide. New technologies have transformed the method for providing services to customers in many organizations. On this basis, bank services are also subject to essential revolution because of ICT effects. In this research the factors influencing customer tendency towards using e-banking services is studied according to technology acceptance model of Davis F in banking industry. According to this model, perceived easy of use, perceived usefulness and one additional factor of trust are studied. Research method is descriptive- survey one and Analytic Hierarchy Process (AHP) is used for comparison of measures and in order to estimate their values, one- sided student t- test and in order to ranking them, Friedman test are used. Statistical population of the study consists of all electronic customers of a public bank who used all types of e-banking services e.g. ATM, Telephone- bank, Internet bank, mobile bank, etc.

Suggested Citation

  • Nasser Hamidi & Tahmineh Torabi Rad & Alireza Jahany, 2012. "Evaluation Of Factors Influencing Tendency Towards E- Banking In Bank Customers," Far East Journal of Marketing and Management, Far East Research Centre, vol. 2(3), pages 25-42, August.
  • Handle: RePEc:fej:artcal:v:2b:y:2012:i:3:p:25-42

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    References listed on IDEAS

    1. Gefen, David, 2000. "E-commerce: the role of familiarity and trust," Omega, Elsevier, vol. 28(6), pages 725-737, December.
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    3. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    4. Gefen, David & Straub, Detmar W., 2004. "Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services," Omega, Elsevier, vol. 32(6), pages 407-424, December.
    5. D. Harrison McKnight & Vivek Choudhury & Charles Kacmar, 2002. "Developing and Validating Trust Measures for e-Commerce: An Integrative Typology," Information Systems Research, INFORMS, vol. 13(3), pages 334-359, September.
    6. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
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    More about this item


    Electronic banking; Electronic banking acceptance; Usefulness; Trust- AHP;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration


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