Survey of Factors Affecting on Acceptance and Use of E-Banking: A Case Study of Meli Bank in Arak

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With respect to the increasing importance of customer-based trends, banks’ attention is more than ever focused on customer needs. Banks have recognized that it is vital to devote more efforts and initiatives to keep their customers. The demand for using new technologies to provide new banking channels for customers is known as a strategic necessity in banks. One of the important and effective factors in e-banking is customer trust. The present research chooses a new viewpoint about the trust and examines whether customer trust and perception in traditional banks would have effect on their decisions about adaptation of provided electronic services by the traditional banks. In the research, three hundred and seventy customers of Arak Melli Bank were selected randomly and using two-variable logistic regression technique, the effects of trust, gender, education, income level, occupation and age on e-banking adaptation were examined. According to the research findings, there are no meaningful relationships between the trust in traditional structure of banks and e-banking adaptation by customers. The most important reason enumerated for non-adaptation to e-banking by customers is getting the habit to use traditional services. Among the studied demographic factors, it was recognized that contrary to the researcher's expectance, ...

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