Key factors affecting customer satisfaction in the mobile service department of Saderat Gilan Bank

Master's Thesis

Field: Management

Trend: Government

Abstract:

Given the importance and position of electronic banking and the growing trend of bank-related services in recent years in the country, now financial and credit institutions and banks have well understood that maintaining the position and effective development is not possible without using scientific and practical strategies in information and communication management. Today, banks need to improve the quality of electronic services in order to remain competitive. For this purpose, this research examines the effect of the quality of information and the quality of services provided by the Bank's associates on the self-efficacy of customers and subsequently the effect of this factor on perceived ease and advantage and customer satisfaction. This research is descriptive-survey in terms of applied purpose and in terms of method. The statistical population is the customers of Bank Saderat branches in Gilan province who have experience using services provided by Saderat Bank. Due to the unlimited population, the sample size was 384 people. In order to collect information, a standard questionnaire and library and field methods have been used. For data analysis, data normality tests and confirmatory factor analysis and structural equation model were used in LISREL and SPSS software. Six hypotheses were confirmed and one hypothesis was rejected. The results indicate that information quality and service quality have a positive effect on self-efficacy. Self-efficacy has an effect on perceived ease and perceived usefulness and customer satisfaction. Also, the positive effect of perceived usefulness on customer satisfaction was confirmed. But the effect of perceived ease on satisfaction was not confirmed.

Key words: self-efficacy, perceived ease of use, information quality, service quality, customer satisfaction, perceived usefulness

Introduction:

Currently, the growth of electronic communications has a significant impact on the activities of It is human's day-to-day life, and these technical specialists are trying to apply this technology and use this current technology, in order to facilitate daily affairs, so that the owners of industries, service organizations and other centers can, in the least amount of time, with Communicate with your customers at the lowest cost and independent of time and place. Until now, they have offered their goods and services and even bought and sold them.  One of the newest activities that uses electronic services is providing banking and financial services to customers through the Internet and mobile phone.  The adoption and dissemination of information and communication technologies (ICT) has a great impact on the economic development of nations. The researchers showed that any amount of use of a technology is postponed, as a result, per capita income, skills development and productivity are also affected and lag behind. Technologies such as internet banking, telephone banking and mobile banking have become popular in recent years as ways to maintain customer loyalty and increase market share.  Banks use technology to face the competitive challenges imposed by competitors and online banks and also as a method to reduce the cost of providing services that were once exclusively performed by bank employees.

Mobile banking is one of the methods of providing financial services through information and communication technology (ICT), which enables a wide selection of mobile phone services even in low-income countries. (Anderson, 2010). As compared to personal computers, the number of mobile phones is much more, mobile banking is more accepted among bankers compared to electronic banking. Also, mobile phones increase the quality of the provided services because customers can do their financial affairs at any time and place. For this reason, it is clear that the use of mobile phones Banking is beneficial for both the bank and the customers of the banks, which fosters a strong relationship between the institutions and the customers (Laukkanen, 2007). Electronic and mobile banking of Iran requires a comprehensive and comprehensive investigation and research. Today, the banking industry is changing rapidly. With the development of the international economy and the competitiveness of the markets, banks have also been affected, and in this environment, technology is the main force that causes the breaking of legal, geographical and industrialized barriers and products and services. He has created a new one.  According to the available statistics, the penetration rate of using mobile phones is higher than any other technology, and this issue has turned the mobile business into a global revolution, which is happening at the same speed in developed countries, in developing countries. The development is still progressing. (Taqvi Fard and Torabi, 1389)

In the last decade, information technology has had tremendous effects on the banking industry. This has made banks able to provide distinctive products and services to their customers. For more than 200 years, banks have been providing services to customers through their branch systems. The first image that came to mind was the image of bank branches with special decoration and employees with different clothing, but in recent decades and with the diversification of banking service delivery channels and the entry of new technologies into the world of banking, the overall image of this complex and vital system has changed. Today, bank customers can do many of their banking operations without going to bank branches and through the internet, mobile phones, televisions and even new wrist watches and save time and money. (Skinner [1], 2009)

1-2- Statement of the problem:

The perspective of financial services in the world is changing rapidly. Many adjustment, structural and technological changes have taken place in the world banking industry in order to move towards a more integrated global banking environment. Banks are expanding across borders by offering diverse benefits and competitive services and restructuring their services towards the use of fast technology to meet the changing needs of customers. Due to these measures, the nature of banking services and communication with customers has undergone changes. The highly competitive and rapidly changing environment in which banks are forced to operate leads them to reconsider their attitude towards customer satisfaction. Service managers need to understand how their performance affects customer satisfaction. In most definitions, satisfying customers and fulfilling their wishes is the most important factor. Customer satisfaction is: the customer's perception of the extent to which his needs have been met. From the point of view of service tolerance, it is the sum of obvious and hidden benefits and advantages that arise by using facilitating goods and supporting equipment (Zeithaml et al., 2000). are According to Parasuraman[2], service quality is the size and direction of the difference between customers' perceptions and expectations of service. With the rapid growth of the Internet and the globalization of the market, most institutions seek to attract and conquer customers in the highly competitive electronic market. The importance of e-services is increasing not only in the success or failure of e-commerce applications, but also in a suitable service reservation channel with the interaction of information flow in exchange processes (Yang et al., 2004). Mobile phone banking is one of the dimensions of electronic banking, which for a short period of time, the country's banks advertise it for the benefit of their customers. But the important point related to the bank is the acceptance of this technology and the abandonment of traditional procedures by the users. In other words, the technology should be developed simultaneously with the change of customers' attitudes. Otherwise, banks should spend a lot of money on marketing and advertising to encourage customers to use new services. represent The factor avoiding new innovation in services by customers in Iran's banking industry is the existence of a bureaucratic culture and a tendency towards traditional banking, which has limited the development of modern banking. (Jafarporou colleagues, 2019)

What Iran's banks currently provide to their customers as electronic services is an incomplete copy of modern banking in the world today, which stems from several reasons, including the lack of necessary technical, legal and cultural infrastructure. The lack of knowledge and information of bank employees and managers in connection with electronic banking services is one of the serious challenges of this type of banking in our country. As long as bank operators cannot provide good services to their customers and properly guide them to receive better services, it cannot be expected that bank customers will be satisfied with the new services they receive.