Explaining the behavior of legal consumers in the field of modern banking services

Dissertation for receiving a master's degree in business management (international marketing orientation)

Abstract: During the last decade, the intensity of competition between banks in order to obtain a larger share of the market has led their attention to a more detailed and deeper understanding of the needs and demands of customers. In this regard, it is necessary to pay attention to the transformation of the main activities of banks by new technologies and the provision of electronic banking services as the most important communication technologies in the last two decades. Despite the many investments made in the field of using information technologies in the field of banking, the use of these technologies is not very high. This issue reveals the need to conduct research to identify the factors that determine the acceptance of new banking systems by users. Understanding the factors that lead to the acceptance of new technologies and creating the conditions under which the desired information technologies are accepted is one of the important researches in the field of identifying and explaining consumer behavior. Because explaining the behavior of consumers of banking services provides the possibility of providing more favorable marketing programs and increasing consumer satisfaction in order to make companies profitable. Among consumers, legal consumers are very important. Therefore, the current research has been conducted with the aim of explaining the behavior of legal consumers in the field of modern banking services.  According to this article, this research aims to identify the factors influencing the use of banking services by legal clients, to explain the behavior of legal clients in the field of banking services with a focus on internet banking based on the theory of acceptance and use of technology, to identify the position of environmental variables in the behavioral model of Iranian legal consumers in such a way that by controlling them it is possible to change the attitude and increase the use of legal clients from new banking services in order to reduce time and increase productivity and create added value for banks.

Research Conceptual Model One of the latest models about technology acceptance is the integrated theory of technology acceptance and use, which can be seen as the result of combining the main structures of several well-known models in the field of technology acceptance. The main constructs of the research are expected performance, expected effort, social effects and facilitation of conditions, which have a positive effect on behavioral intention and, accordingly, the behavior of using new services. In addition to the model structures, trust in internet banking systems has also been added to the model, and the research results show that the model is appropriate. The research method in this research is library studies and questionnaires.  By translating standard questionnaires in this field and conducting pre-test research and using field methods, the opinions of financial managers were evaluated in the field of use of legal clients of internet banking services. The Cronbach's alpha coefficient of the pre-study test was 0.870 in the first stage, which increased to 0.918 after removing the statements that reduced the validity of the questionnaire.

Using the multi-stage sampling method, about 220 questionnaires were distributed among the credit managers of Mellat Bank's premium and A-level independent branches, of which 201 questionnaires were completed and returned, the results of which were analyzed by spss software and confirmatory factor analysis method. It was also done by Lisrel software.  Research hypotheses based on the main structures of the conceptual model have been confirmed. Supplementary tests show the significant role of variables such as age, education level, the general knowledge level of employees regarding computers and the Internet, the duration of familiarity and the amount of use of the Internet by company employees on the attitude of legal clients towards the main structures of the research. Also, by examining the results of fit tests, among confirmatory factor analysis models, the model based on the relationship between trust and behavioral intention to use the internet banking system has been the most fit model.  

Research

1.1. Introduction

Among marketing concepts, the study of consumer behavior is a new field of study. In the early 1900s, writers began to discuss how advertisers could use psychological principles. Simultaneously with the development of the concept of marketing in the 1950s, the need to study consumer behavior became more necessary. The first textbooks on this topic were written in the 1960s. (Moven and Minor, 1388, p. 16) Since then, the concept of consumer behavior has developed a lot.In today's era when the competition between business enterprises has intensified, understanding consumer behavior and knowing customers is especially important.  Customers may express their needs and desires in one way but act in another way. They may be unaware of their deeper inner motivations or react to factors that change their minds at the last moment. Therefore, marketers should deeply and continuously investigate the demands, mental perceptions and purchasing behavior of consumers.

Among consumers, it is very important to evaluate and study the behavior of consumers of banking and financial services. Explaining the behavior of consumers of banking services provides the possibility of providing more favorable marketing programs and increasing consumer satisfaction in order to make companies profitable. Therefore, the current research has been conducted with the aim of explaining the behavior of legal consumers in the field of modern banking services. 

In this chapter, which is the first chapter of the research and its main design and foundation is explained; First, the research problem is stated. Also, the most important models presented on the subject of research are introduced; And among the models, the conceptual model on which the research is based is selected and explained in more detail. To justify the reasons for conducting the research, the importance of the necessity and the possible results of the research are stated. Also, the most important possible problems in conducting the research are mentioned and the objectives of the research questions and assumptions are stated. At the end, the research method is mentioned in terms of the research method and the independent and dependent variables of the research and its temporal and spatial scope are defined.

1.2. Statement of the problem

Today, the competition for providing more diverse and more favorable services is considered as a key strategic issue for banks. Considering the privatization of banks in Iran and the increase in competition among them, providing more suitable services to a wider range of customers will result in higher levels of customer satisfaction as a prelude to achieving a sustainable competitive advantage.

During the last decade, the intensification of competition between banks in order to obtain a larger share of the market has led their attention to a more accurate and deeper understanding of the needs and demands of customers. In this regard, it is necessary to pay attention to the transformation of the main activities of banks by new technologies and the provision of electronic banking services as the most important communication technologies in the last two decades.

Since the users of information systems in the field of banking are considered as consumers, the acceptance or non-acceptance of technology in the field of consumer behavior is discussed; And according to the electronic nature of modern banking services, its adoption can be proposed in the field of information systems.

Despite the many investments made in the field of using information technologies in the field of banking, the use of these technologies is not very high. This issue reveals the need to conduct research to identify the factors that determine the acceptance of new banking systems by users. Therefore, understanding the factors that lead to the acceptance of new technologies and creating the conditions under which the desired information technologies are accepted are important researches in the field of identifying and explaining consumer behavior. Because success in the field of banking today requires the acceptance of new services by consumers. Examining the factors affecting the behavior of consumers in using electronic banking services is necessary to institutionalize and implement electronic banking in a favorable manner. In Iran, many researches have been conducted in the field of identifying the factors that affect the acceptance of electronic banking and its various branches; But the research that has been done so far is mostly in the field of real customers, and so far no research has been done that specifically examines the behavior of legal consumers. Since it has not been possible to provide electronic services for legal clients so far, the behavior of this segment of clients, who are more profitable for banks, has not been studied; But with the resolution of legal problems such as the right to sign and Some banks of the country are trying to expand the range of services for their legal clients. Due to the high volume of financial transactions of legal clients, banks should tailor their services to their needs in order to meet their needs. Therefore, in this research, the behavior of legal clients is specially investigated.