Economics Research

Providing a Conceptual Model for Identifying Key Factors Affecting Internet Banking Consumer Buying Decision (Case Study: Mellat Bank)

Document Type : Research Paper

Authors

Ali Divandari 1
Mohammad Haghighi 2
Ehsan Abedi 3

1 Associate Professor, Faculty of Management, Tehran University

2 Assistant Professor, Faculty of Management, Tehran University

3 Ph. D Student, Faculty of Management, Islamic Azad University, North Tehran Branch

Abstract
Due to the increasing importance of Internet Banking and the critical
actions taken by banks in order to offer Internet Banking services in
Iran and also according to the increasing number of people using
Internet Banking services, it is essential for bank marketers to
understand Internet Banking customers better. Only through this
comprehension the marketers are able to develop strategies and tactics
to attract and sustain their customers. In this study we have
investigated the influential factors in purchasing decisions of Internet
Banking customers. Electronic questionnaires were applied for data
gathering through a case study of Mellat Bank internet banking
customers. The results of the research show that banks can achieve a
more distinctive status in service offering through designing systems
to offer secure and certain services with minimum errors; offering
various internet based services; providing timely information related
to these sort of services; educating customers on how to use them and
trying to create a positive image on customer’s minds by appropriate
advertising packages.

Keywords

Internet Banking
Online Consumer Purchasing Decision
Structural Equation Modeling
Critical Success Factors

  • Receive Date 17 November 2009
  • Revise Date 19 September 2010
  • Accept Date 16 November 2010

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