Effect of Electronic Service Quality and Diversity on e-banking Adoption by Customers (Case Study: Bank Saderat Iran)

چکیده مقاله

In modern banking, to explain and shed lights on banking services, and particularly electronic banking is required. Therefore, to be more efficient, banks need to identify customer preferences and demands to be able improve services diversity. the present paper seeks out to assess the impact of electronic service quality (service systems design, service system security, service rate, accuracy of electronic services) and diversity (Internet banking, mobile banking, USSD, counter clock-capable transfer of funds, bills pay, pay the mortgage and, etc.) on adoption electronic banking in Bank Saderat Iran. In order to data collection, the researcher made questionnaire was distributed among the subjects and then using exploratory factor was used to analysis the indicators identified belong to each latent variable. Also, confirmatory factor analysis was considered to assess the impact of each exogenous latent variable on endogenous ones. The results suggest that a variety of electronic services and service quality in new banking can impose positive influence on the acceptance and adoption of such banking method to 62% and 79% respectively.

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