Investigating the effect of effective factors on customers' intention to use mobile banking in Rasht National Banks

Academic Thesis for M.A.

Field: Business Administration Focus: Internal

Abstract:

Today, mobile banking enables customers to carry out their financial activities in a virtual environment. The research results show that the unique feature of mobile banking, such as usefulness, convenience, and high speed, has caused customers to show their desire to use mobile phones to do banking. In order to improve the existing mobile banking services in Iran, it seems that there are obstacles that have caused mobile banking to not reach its real position. Some of the problems are related to the users of these services, if the users do not know how to benefit from these services, they should not expect good results from this system. Customers are not aware of the benefits of using mobile banking services and how they can use it. Therefore, in this research, we investigate the factors affecting customers' decision to use mobile banking in branches of National Banks in Rasht. The model of this research is based on Davis Technology Acceptance Model (TAM). To complete the mentioned model, efficiency risk and financial risk from the research of Stone and Gronghang and security and privacy risk from the research of Pikkarnin and his colleagues were added to the model. Perceived usefulness, perceived ease of use, efficiency risk, financial risk, security risk and privacy risk as independent variables and intention to use mobile banking as dependent variable. The present research is applied in terms of purpose. In terms of the implementation method, the present research is a descriptive-survey research with an emphasis on the correlation branch, and finally, in terms of the method of collecting data and information in this research, it is of the field type. The statistical population in this research is the customers of national banks in Rasht city. The sampling method used in this research is the available method. The tool for collecting information in this research is a questionnaire. In this research, the distribution of each variable is described using descriptive statistics. Then it is tested using Pearson's correlation coefficient. The results of the analysis showed that perceived usefulness, perceived ease of use, efficiency risk, financial risk, security risk, and privacy risk directly have a positive and significant effect on behavioral intention. Key words: mobile banking, perceived risk, technology acceptance model, usefulness, ease, intention to use mobile banking. Introduction

According to the wave of globalization, many concepts and definitions have changed in the socio-economic life of today. People of every society have access to information very easily. The changes brought about by the advent of the Internet or information and communication technology in general in the lives of individuals in different societies have caused the speed of publishing concepts, new technology, and new services to increase significantly. In the meantime, e-commerce has a privileged position as the driving engine of the economy in the 21st century. Financial transactions are one of the most important influencing factors in the objectification of e-commerce. With the rapid growth of the Internet, online banking has gained a very important and essential role and in fact they have created a suitable platform for financial transactions (Ming, 2009). And on the other hand, with the increase of wireless phones, the effect of wireless communication and the Internet has taken a new turn, and that is the convergence of the Internet and the wireless phone. Mobile phone connectivity provides a potential platform for unprecedented Internet penetration and services such as mobile commerce. In other words, with the growing prevalence of electronic commerce and the widespread use of mobile devices, a new type of channel is emerging, which is called mobile commerce (Elahi, 1383). Mobile commerce includes the sale of goods, services and content through wireless devices, without time and space limitations. With the rise of mobile commerce and its popularity among people, mobile banking has emerged to facilitate secure electronic business transactions. With its basic application, banking costs can be reduced to a great extent and on the other hand, increasing customer satisfaction can be provided for easy access to financial transactions such as checking account balances, exchanges and payments through a mobile device at any time and any place instead of waiting in line at the bank counter during working hours (Khaksar, Gyahi, 2018, 3).When a new innovative service like mobile banking is introduced, customers may feel afraid to use it for banking transactions. Therefore, trust and confidence help to reduce this fear and potential risks to facilitate transactions under doubt (Zhao, 2008, 505).

1-2) Statement of the problem

During the last few years, mobile commerce has been considered as the newest branch of electronic commerce so that the advancement of technology and innovations has caused the growth and expansion of its applications. Mobile banking is one of the main branches of mobile business, which plays a fundamental and influential role in other areas of this business. The mobile phone has transformed the world and provides countless opportunities for a better life and wider communication (Kehzadi et al., 2014, 306).

Currently, 6 billion people in the world have a mobile phone, which means that it is more widespread than any other phenomenon, and there is no technology that is so widespread. In this way, mobile is the most important and broadest computer and due to the increase in mobile phone penetration and user statistics in countries and the emergence of wireless networks and the increase in the use of the Internet on mobile phones, significant changes have occurred in the provision of banking services. Mobile has provided an opportunity for banks to provide new services to everyone (Amin, 2003, 493).

Banking with a mobile phone is a system that can perform banking operations by installing a software on the phone without going to the bank at any hour of the day and night.

Of course, despite the many investments made in the field of using information technologies in the field of banking, reports indicate that some users, despite Access to technologies, they don't use it (Wang Lin & Tang, 2003, 501). One of the key factors in the adoption of mobile banking is the trust and satisfaction of the customer towards the bank, which indirectly affects the adoption of mobile banking. On the other hand, customer participation is very important in accepting mobile banking, because it reduces or eliminates interactions between the organization and the customer. Customer and bank participation is a factor that affects the quality of service, satisfaction and ultimately customer retention. Meanwhile, many people are cautious about using new technology (Lee, 2003). According to the research, concern about security and then lack of knowledge about mobile banking and its benefits are the most important factors for not using these banking services. In fact, the main obstacles to the establishment and development of mobile banking are set based on these key factors. Mobile banking is used in most Iranian banks, but it has not yet been fully accepted (Khaksar, Giyahi, 2018, 4). Contrary to extensive advertising through banks, the increase in the penetration rate of mobile banking in Iran is estimated to be less than 5%. The reason for this can be seen as the fact that people are not familiar with how to use these services, and the more important issue is the lack of trust in non-face-to-face electronic services. Mobile banking must be accepted in order to be successful and survive. Therefore, we must move towards the construction of new financial ecosystems that operate internally and can transfer money in different banking systems in different parts of the country and the world according to different laws. This new ecosystem must also be compatible with the expectations of the mobile generation. Smart mobile users expect financial transactions via mobile to be convenient, cost-effective, secure and fast. The important step in creating this ecosystem, in addition to establishing communication between internal sources, is establishing communication between financial services around the world, which helps the mobile phone user to send money simply by sending an SMS and receive it anywhere in the world. According to the changes in the country's financial market, financial services on mobile phones should be such that all classes and users can use these services based on their needs. Therefore, it is necessary for the country's planners who work in the field of electronic banking to pay special attention to this matter so that with growth and promotion in this field for development, we can achieve the financial goals of the system, including the twenty-year vision (Rahmati Ghofrani, 2018, 45).