Evaluation of factors affecting the behavioral tendency to use bank telephone services in Ardabil Province Cooperative Development Bank

Dissertation for Master's Degree in Management

Executive Orientation

Abstract

In recent years, information and communication technology has had the greatest impact in the economic, social and cultural fields, so that today, with the use of computers, communication networks and the growth of a wide global network, there has been a revolution in the field of banking and the provision of banking services, which is called electronic banking, since one of the basic elements of the development of electronic banking is the telephone bank. It is possible to do these things through the banking network. In our country, due to the rapid growth of communication technologies and the newness of the new electronic banking system, the Cooperative Development Bank is a leader in this direction and prioritizes customer satisfaction. This research intends to examine and identify the factors affecting the modern bank services, the provision of bank telephone services and its effect on consumer behavior (decision to use modern banking services, including the bank telephone) in the Cooperative Development Bank of Ardabil province, and finally provide suggestions to solve the existing problems in the way of using these services and ways to attract customers. The current study considers the three factors of perceived ease, perceived usefulness, and perceived security as effective factors on bank telephone services and investigates the effect of these factors on consumer behavior. in which, based on the Davis and Ajzen Fishbean models and the opinions of other different scientists regarding the stages of intention to use the bank's telephone services; The Cooperative Development Bank of Ardabil Province is investigated, the research method is applied-descriptive, and its statistical population includes customers of the Cooperative Development Bank of Ardabil Province who have access to the bank's telephone services. A statistical sample of 384 people from among the customers of the Cooperative Development Bank of Ardabil Province, a total of 10 cities and 10 branches were selected by a simple random method, who use these services to identify the variables from the questionnaire based on the modified model of Davis technology acceptance and other characteristics of the customers. which was analyzed using SPSS software, and the results of this analysis show that, based on one-way variance analysis, there is a significant relationship between the factors of perceived ease, usefulness, and security of technology and the purpose of users of this technology, and the results of the analysis of the purpose of users of these services show usefulness, security, and perceived ease. Ardabil Province Cooperative Bank- Development Bank

Chapter 1

Research Overview

Introduction:

The development and use of information technology in various fields, especially in the field of bank telephones, is the result of the capabilities of information technology, which has met with great success in the business world today. Man of the third millennium is trying to distance himself from the traditional model by accelerating the process of development and use of information technology in different parts of the social system and create a new model that fits the requirements of the information age. In this regard and like most of the system suppliers, the banking system in recent decades has quickly turned to investing in new technologies to provide the system to customers, as a way to control costs, attract new customers and fulfill customer expectations, and has placed the use of these technologies (telephone banking, mobile banking, ATM systems, etc.) as a strategic necessity in its agenda (Joseph Weston, 2003, 190).

Information and communication technology entered the market as a new technology in the 90s and developed rapidly. This technology is fundamentally different from other technologies due to its general nature. This means that it is not only effective in its own field, but also in all economic and non-economic activities, it has a significant effect in facilitating things and increasing productivity and efficiency (Medicine, Dabagh Rezaei, 2014, 38).

One of the biggest opportunities and challenges faced by today's organizations is the use of web-based technologies (network), the Internet as a new channel for economic exchanges, new sources for generating income and opportunities in has given the authority of organizations. The amount of transactions through the Internet is increasing day by day, and companies that do not use this technology will disappear from the market within a short period of time (Seyd Javadin, Yazdani, 2014).

One of the characteristics of the current century is the amazing development of information and communication technology and its use to increase the speed and quality of providing services, while the service sector constitutes about 20% of the total world trade and during the past 15 years, it has enjoyed a rapid growth of 5.8%, like the goods trade (UNCTAD [1] 2001, p. 154). This development has also affected banking and caused major changes in this industry. 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 banking, and new concepts of banking have emerged under the name of modern electronic banking (Hassanzadeh and Porfard, 2012, p. 7).

All organizations seek to attract customers and increase their satisfaction. The attraction of monetary resources is increasing, so creating a competitive advantage for the survival of banks seems necessary. Modern banking services, which are closely related to information and communication technology, are among the most important factors in creating a competitive advantage for banks and attracting customers and their satisfaction (Ali Mohammadi, 2011, p. 34). The meaning of new banking services that has been considered in this research is a form of electronic banking that is provided with the aim of attracting and satisfying customers in different banks. The new banking services provided in the branches of the Cooperative Development Bank of Ardabil Province include: bank teller, centralized account, telephone bank, mobile bank, internet bank, electronic banking and internet banking. Considering the importance of customer satisfaction in banking operations, the focus of this study is on the role of modern banking services, bank telephones in attracting customers and improving bank efficiency, emphasizing the time and cost of branch employees providing these services. In other words, this research aims to answer the question that to what extent the new banking services, telephone banking, has led to the satisfaction of customers and the efficiency of the banks by evaluating the factors affecting the behavioral tendency to use electronic banking services?

Statement of the problem

The increasing attention of banks in developed and developing countries by providing banking services through electronic tools with the aim of facilitating the process of providing services to people and reducing competition banking costs It has created an intensive in the electronic banking industry and forced most banks to use new information and communication technologies (Bayat, 1387, 10). One of these new electronic technologies is the bank telephone. With the development of electronic systems such as electronic banking and the expansion of the use of mobile phones at the community level, financial institutions and banks have also been affected. The World Wide Web has fundamentally changed customer expectations for speed, accuracy, price, and service. Geographical distance has lost its meaning and the availability, ease and speed of service distribution creates a competitive advantage for organizations, including banks. To compete in this complex environment, businesses have to provide the latest and most attractive service tools that customers want. In order for banks to survive in the field of competition, banking networks need to change methods from traditional banking. Customer desire and interests are based on a new form of electronic, competition based on cost reduction, customer retention, customer persuasion, customer acceptance (acceptability), security, ease of use, a wide range of products and services (Chang [2], 2006, pp. 213-210).

This development research is based on Davis' modified technology acceptance model with an additional factor, perceived security, based on this model, perceived ease, perceived usefulness and Perceived security are independent research variables; And the dependent variable of this research is the acceptance of the use of bank telephone services by customers, which is the theory of rational action of Fishbin and Ajzen, which includes two factors of a person's attitude towards behavior and mental norms. In fact, this research is to develop the acceptance of the use of bank telephone services and to better estimate the needs and demands of customers and in line with answering the following main question: "Does the use of telephone bank services affect the type of behavioral tendency of customers?" 

The importance and necessity of research

Today, most countries in the world have been encouraged to use the phone bank.