Evaluation of the quality of the bank's mobile services from the customers' point of view of Bandar Abbas Bank Saderat using the E_Recs-Qual and E_S_Qual model.

Dissertation for Master's degree in "MA"

Field: Business Administration

Treatment: Marketing\

Abstract

The amazing development of information technology and its expansion to the monetary and banking markets of the world, in addition to facilitating the affairs of bank customers, has revolutionized and transformed the current banking methods. The speed of the development of the IT industry has caused major changes in the form of money and resource transfer systems in the field of electronic banking. It is necessary to establish various applications of information and communication technologies in the best way in the field of banking in the country. Planning for the deployment of these applications will not be effective without evaluating and measuring them. Therefore, measuring the quality of electronic banking services is one of the solutions that allows us to be aware of the quality of these services and use this feedback to try to improve electronic banking.

For this purpose, the present research has been conducted with the aim of evaluating the quality of mobile banking system services at the Saderat Bank level. During a survey research, 385 users of Saderat Bank's mobile system in Bandar Abbas city were questioned. The conceptual model of the research was derived from the E-SQ (E-S-QUAL, E-RECS-QUAL) model, which according to the two-dimensional research conducted, beauty and trust were added to the dimensions of the * model.

At the level of inferential analysis from exploratory factor analysis. Confirmatory factor analysis and structural equations were used.

At the level of side analyzes of the research, independent t test and analysis of variance test were used.

The results of the tests confirmed the conceptual model of the research and the main hypothesis of the research was not rejected due to the non-rejection of 9 sub-hypotheses. This means that the system is satisfactory from the point of view of customers in Bandar Abbas city.

At the end, according to the theoretical foundations of the research and the results. The suggestions for improving the quality of mobile bank services have been obtained.

Key words: quality of electronic banking services, mobile banking. E-Recs-Qual Model E-S-Qual Model

Introduction

The rapid developments in the world of information technology and the progress made in the field of electronic commerce reminds us of the need to review the traditional ways of providing services and indicates the fact that in the not too distant future in the world, the need for electronic commerce and electronic banking will be felt more. Accordingly, the growth and development of electronic banking as a subset of electronic commerce is a matter It seems inevitable. Therefore, by taking advantage of this new commercial approach, banks are trying to provide the possibility of activating any financial transaction between accounts at any place and time.

The increasing progress and development of information and data processing, and the significant growth of providing services in the virtual environment, is an emphasis that the banking network should undergo changes and transformation along with other economic sectors.

On the other hand, banks should seek to strengthen their competitive position and position. One of the ways to increase the competitive position is to attract and retain customers and increase their loyalty. Because the customers' awareness of the services provided in competing banks has increased and they will entrust their resources to a bank that provides its services with better quality.

In such a competitive situation, the most suitable strategy for banks is the approach of improving service quality This issue shows the importance of quality in providing banking services.

1-2- Statement of the issue

Today, many successful companies and organizations accept new marketing concepts and act accordingly. Focusing on customers' needs and responding correctly to their demands is the most essential task of institutions to achieve their goals. As the main concept in the profitability chain of organizations, leading organizations have realized that the most desirable and successful product will not be in demand if it does not meet the needs, desires and expectations of customers.

Economic developments at the international level and the development of information and communication technologies provided the basis for the formation of a new way of management and economic activities for commercial enterprises, which became known as electronic business.

Development of business based on information and communication technologies..

The development of business based on information and communication technologies requires various equipment and infrastructures, the most important of which can be called the development of electronic banking.

Electronic banking, with the spread of electronic payment and receiving tools, reduces the dependence of daily transactions on cash and checks and ultimately reduces the costs of printing and maintaining banknotes. The speed, accuracy and price of the service has changed. Geographical distance has lost its meaning and availability of services, ease and speed of service distribution create a competitive advantage for banks. In order to compete in this complex business environment, banks have to provide them with the latest and most attractive services that customers want.

In this regard, many banks around the world have provided internet or mobile banking services based on platforms available in mobile phone telecommunication systems. Because they know that the principle of their survival is the speed in providing services and finding out about the customer's needs.

Through the use of remote communication systems and technologies, a bank can easily reach customers and not only provide them with general information about services, but also provide the opportunity to perform banking. By using these services, bank customers can perform their banking operations without leaving their home or workplace.

In fact, mobile banking is a part of electronic banking that customers use to access their accounts and transfer money between accounts or pay their bills.

The increasing attention of large banks in developed and developing countries to providing mobile banking services and the development of virtual banks and financial institutions has increased competition in the industry. It has been banked. So that other banks are also trying to develop different approaches to electronic banking.

In Saderat Bank, customers' acceptance of mobile banking is less compared to other electronic banking channels, including internet banking. Therefore, in this research, through the evaluation and measurement of the quality of Bank Saderat's mobile banking services, we have identified the factors affecting the quality of these services, so that by focusing as much as possible on these factors, the causes of customer satisfaction can be provided as much as possible.

On the other hand, in the present research, the model E-RecS-Qual, E-S-Qual has been introduced as a useful tool to measure the quality of mobile bank services in Saderat Bank, which the researcher sought to determine whether the mobile bank system in Saderat Bank has reached the desired conditions. The increasing importance and attention of financial institutions to the quality of services can be seen through political and social changes. Currently, customers are looking for financial institutions that meet their expectations in the best way, and if they do not meet their expectations, they turn from one institution to another. In order to meet these expectations, financial institutions offer new products in a different way from their competitors, with better service quality and efforts to increase customer loyalty (Mantz et al., 2003).

Since 1960, banking activities have changed dramatically. However, with the widespread entry of computers into the field of banking services after 1980, the range of banking services has expanded and the speed of doing related matters has also increased to the same extent; As all customers want to receive high quality services, increase the speed of banking operations and special attention of employees. For this reason, improving the quality of banking services is supported as a culture throughout the body of leading banks. The long-term and main strategy of all successful banks in the world is to put customers at the center of their business. Iranian banks are not exempt from this rule, because in an effort to increase their share of the entire banking services market, a successful bank will pay attention to the strategy of improving the quality of banking services as a strategy (Nematian, 2012, 67-66).

With the transition of customers from traditional banking to internet banking, new strategies are necessary to attract customers and retain current customers.