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The Factors of Customer Resistance in Accepting and Using the Services of Only Digital Banks (Case study: Tehran branches of Pasargad Bank)
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Reza Jalalzadeh   1, Maryam Daneshvar2 , Negin Rafiei3 |
1- Assistant Professor of Khatam University, Tehran, Iran. , r.jalalzadeh@khatam.ac.ir
2- Assistant Professor of Khatam University, Tehran, Iran.
3- Master Business of Khatam University, Tehran, Iran. |
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Abstract: (785 Views) |
The present study investigates the factors of customers' resistance in accepting and using the services of digital only banks in Pasargad Bank branches in Tehran. This research has been done using methods of descriptive and survey research. The statistical population in this research is the customers of Pasargad Bank branches in Tehran, who, according to their own statement, have never used the services of a digital only bank before. The sample size was calculated using G-Power software. The questionnaire was distributed electronically among the customers, and finally 591 acceptable questionnaires were obtained, and the same number was used as the basis for the analysis and testing of hypotheses. By calculating CVR and CVI for the questionnaire questions, its validity was confirmed. The data have been analyzed by the help of SPSS and SMARTPLS software and using statistical, descriptive and inferential tests. The result of the research indicates that in the category of psychological barriers, perceived tradition had a significant effect on negative attitude of the customers, and on the other hand, perceived image of digital only banking did not have a significant effect on the formation of the negative attitude of the customers. In the category of functional barriers, the impact of perceived value, perceived risk and perceived usage has been confirmed on negative attitude and resistance of customers. Only the effect of tradition on perceived value (as a mediating variable) was not confirmed. In addition, the factor of satisfaction with traditional banking on customers' resistance was also investigated and its positive effect on the formation of customers' resistance to using the services of digital only banks has been confirmed.
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Article number: 4 |
| Keywords: customer resistance, negative attitude, digital only banks, Pasargad Bank |
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Full-Text [PDF 1293 kb]
(326 Downloads)
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Article type: Research |
Subject:
Special
Received: 2023/04/24 | Accepted: 2023/10/23 | Published: 2023/12/26
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