Examining the relationship between the use of mobile phone electronic services and customer attraction (a case study of Kermanshah province in 2013)

Dissertation for Master's Degree

(M.A(

Internal Business Management

Abstract:

In this research, the relationship between mobile phone electronic services and customer attraction and increasing the productivity of the banking system in Kermanshah province has been investigated. In this research, in order to analyze the data collected from the Pearson correlation method and spss software)

The community studied in this research is the customers of Kermanshah province banks in one day, which were about 134 people who were selected as a cluster sampling. The hypotheses that were investigated in this research are related to the reliability of banking customers to mobile phone services and its relationship with customer attraction and increasing the efficiency of the banking system, which consists of 1 main hypothesis and 5 sub-hypotheses.

Key words:

Reliability, banking, electronic services, mobile phone, productivity

Chapter One

Introduction:

One of the characteristics of the current century is the amazing development of communication and information 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 last 15 years, like the goods trade, it has a rapid growth of 5.8%. (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 electronic banking (Hassanzadeh and Porfard, 1382, p. 7).

All organizations seek to attract customers and increase their satisfaction. Other ways of attracting monetary resources are increasing, so creating a competitive advantage seems necessary for the survival of banks. Modern banking services that 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 have 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 modern banking services provided in the branches of Agricultural Bank include: bank teller, all types of Mehr Gostar comprehensive price sense, phone bank, mobile bank, internet bank, web kiosks, issuance of all types of cards (cash and credit), sale of gift cards, online payment portal and special customer systems. Considering the importance of customer satisfaction in banking operations, the focus of this study is on the role of modern banking services in attracting customers and improving the bank's efficiency, emphasizing the time and cost of the branch staff providing these services. Today, 60% of people's current visits to the bank are for cash exchange, so electronic tools should be used to increase customer satisfaction and strive to provide their well-being in an effective way. Because new tools have been able to attract more customers' attention to be Including mobile phones and text messages. Until 2007, about 2 billion people have subscribed to mobile phones. Using a mobile phone, you can perform many banking operations such as: checking the balance in different accounts, stopping check payments, transferring money from one account to another, etc. Based on the experience, mobile banking is safer than regular phones. (Hassanzadeh and Porfard, 1382)

Undoubtedly, the expansion of electronic banking provides the necessary grounds to eliminate the methods and practices based on bureaucratic and bureaucratic systems, and in this case, the customer-oriented slogan that most banks express becomes a reality. In fact, the customer's expectation from a leading and dynamic bank is to provide the best services in the shortest time.Electronic banking allows the customer to identify and benefit from a wide range of services. Banks that tend towards electronic banking are always looking for new ways and methods to expand their services quantitatively and qualitatively, and in the meantime, they will not ignore the progress of other competitors. Electronic banking expands the commercial competition between the operating banks and will cause the economic prosperity of the bank and the benefit of the customer more than ever. In electronic banking, managers will be able to find solutions to get out of this situation by closely monitoring the decline or improvement of their bank's position in the business arena. As the experience of all developed and developing countries shows, after the development stage where mobile phones are mainly used for telephone conversation and SMS transmission, the next stage of development of this technology will be the expansion of value-added services of mobile phones. With the advancement of mobile phone technology and the availability of new capabilities of these phones such as connection to the Internet, GPS, accelerometer, camera, etc. to be Since banks are in direct and continuous contact with all sections of society and mobile phones are an inevitable pillar in life, it is expected that there will be wide possibilities for two-way communication with bank customers, providing banking services to customers and facilitating and increasing productivity in banking management. Examining the factors affecting the establishment of mutual trust between customers and the banking system is very important. In the banking system, customers are the main focus, and in fact, all work is to seek their satisfaction, confidence, attention and attraction. Therefore, in the competitive environment between banks, a bank is more successful that can gain more customer loyalty. D. A bank that uses modern technology in its daily processes can easily understand the needs of its customers. Customers' trust in the mobile phone electronic banking system while maintaining loyalty also creates a competitive advantage that plays a significant role in attracting customers. Today, the way of providing services in banks has changed with the expansion of the Internet network and its accessibility to everyone. The electronic funds transfer system is launched through tools such as cards and codes that provide easy access to personal accounts (Venus, Mokhtaran, 2011, p. 6). In general, banking has gone through 4 periods. The use of cash registers, paper payment systems such as checks, electronic payment systems such as cards, databases on the Internet are the stages that payment systems have gone through in banking. Today, most countries are in the third and fourth period. This means that most of the banking activities are done through electronic and internet systems. The reason for this is related to the increasing e-commerce and the use of communication and information technology. Due to the fact that monetary and financial exchanges are an integral part of commercial exchanges, along with the expansion of global e-commerce volume, monetary and financial institutions have also widely used communication and information technology in order to support and facilitate e-commerce. As a result, in the last few decades, electronic payment systems are gradually being replaced by traditional payment systems. have had electronic business (Kehzadi, 2012, p. 5). E-banking is an essential tool for survival and is causing a fundamental change in the banking industry in the whole world. Today, by clicking on the mouse, banking services are provided to customers in the shortest possible time, also customers are able to choose different vendors to meet their financial needs in such a way that electronic banking has become a strategic weapon for banks (Hassanzadeh and Sadeghi, 2012, pp. 27 and 28). Electronic banking can be introduced using the advanced technology of networks and communications to transfer resources (money) in the banking system.