|
Customer perception model of electronic banking (Pasargad Bank)
|
Mahsa Alimoradi1   , Vahid Nasehifar2 , Seyyed Reza Jalalzadeh *3 |
1- Master of Business Administration, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran
2- Professor, Department of Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran
3- Assistant Professor, Department of Management, Faculty of Management and Financial Sciences, Khatam University, Tehran, Iran , r.jalalzadeh@khatam.ac.ir |
|
|
Abstract: (11 Views) |
One of the most significant changes in the industry is the introduction of e-banking. E-banking plays a vital role today as people look for alternatives to visiting a bank in person to carry out their transactions, thereby increasing their financial inclusion by taking advantage of the increasing adoption of the internet. In this regard, customer perception is a process through which an individual acquires knowledge about the environment and interprets information in accordance with his/her needs, requirements, and attitudes. Various factors have played a role in determining customers' perception of electronic banking, which has been discussed in this article. Similar studies have also been conducted in previous research, but a comprehensive model has not been presented in this field so far. The aim of this research is to extract the customer perception model of Pasargad Bank's electronic banking and a qualitative-qualitative method has been used. In the first qualitative method, based on the meta-analysis method, 88 open codes, 27 axial codes, and 7 selected codes were extracted from the literature and research background. Then, in the second qualitative method, based on the content analysis method, open codes were reduced to 80 codes with the help of interviews conducted, and the extracted codes were revised for localization and practical use. In order to validate and examine the reliability of both methods, inter-coder reliability was used, and the final model was presented as a network of themes for the customer perception model of Pasargad Bank's electronic banking, including the following dimensions: Individual factors related to customers, personality and social factors related to customers, organizational factors, technology factors, electronic service quality factors, environmental factors, and risk perception factors have been extracted.
|
Article number: 25 |
| Keywords: Customer perception, banking, electronics, Pasargad Bank. |
|
|
Full-Text [PDF 606 kb]
(6 Downloads)
|
Article type: Research |
Subject:
Special
Received: 2026/02/1 | Accepted: 2026/05/26 | Published: 2026/08/23
|
|
|
|
|
|
|
| Send email to the article author |
|
|
|
| Add your comments about this article |
|
|
|
