شناسایی عوامل موثر بر گرایش مشتریان در استفاده از خدمات بانکداری الکترونیک

مدیریت بهره‌وری

مقاله 5، دوره 3، 4(11)زمستان، دی 1388، صفحه 103-133   

نوع مقاله: علمی پژوهشی

نویسندگان

شهرام گیلانی نیا^{* 1}؛ سید جواد موسویان²

¹استادیار گروه مدیریت، واحد رشت ،دانشگاه آزاد اسلامی،رشت،ایران

²کارشناس ارشد مدیریت بازرگانی و مدرس دانشگاه آزاد اسلامی

چکیده

امروزه صنعت خدمات در دنیا در حال تغییر است. فناوری های جدید، روش ارایه خدمت به مشتری را در بسیاری از سازمان های خدماتی دگرگون کرده است. خدمات رسانی بانک ها نیز تحت تاثیر فناوری اطلاعات و ارتباطات دچار تحولات اساسی شده است. در این تحقیق تاثیر سطوح مختلف عوامل موثر بر گرایش مشتریان در استفاده از خدمات بانکداری الکترونیک طبق مدل پذیرش فناوری دیویس در صنعت بانکداری مورد مطالعه قرار گرفته است. طبق این مدل سهولت ادراک شده، مفید بودن ادراک شده و یک عامل اضافی امنیت ادراک شده مورد بررسی، قرارگرفت .روش تحقیق علی - مقایسه ای و آزمون آماری، تجزیه و تحلیل واریانس یک طرفه جهت آزمون فرضیه ها مورد استفاده قرار گرفت . نتیجه تحقیق نشان داد تاثیر سطوح مختلف عوامل موثر بر گرایش مشتریان در استفاده از خدمات بانکداری الکترونیکی متفاوت است.

کلیدواژه‌ها

بانکداری الکترونیک؛ دستگاه خودپرداز؛ پایانه فروش؛ مدل پذیرش فناوری؛ گرایش مشتریان

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