تجزیه و تحلیل عوامل موثر بر پذیرش مشتریان از خدمات بانکداری اینترنتی با استفاده از نظریه گراف
Subject Areas : Operation ResearchAli Sharifi 1 , Mahdi Homayounfar 2
1 - Department of Management, Rasht branch, Islamic Azad University, Rasht, Iran
2 - Department of Industrial Management, Rasht Branch, Islamic Azad University, Rasht, Iran
Keywords:
Abstract :
توسعه سریع اینترنت و تجارت الکترونیکی، بخش بانکی را به سمت تشویق مشتریان به بانکداری اینترنتی (IB) را تحریک کرده است، با این حال، شواهد نشان دهنده عدم علاقه در استفاده از خدمات IB است. بنابراین، هدف این مقاله شناسایی عوامل موثر بر پذیرش مشتری ازطریق IB و سنجش تاثیر هر یک از عوامل در پذیرش IBاست. بر اساس یک بررسی آثار گذشته تحقیقاتی، تعدادی از عوامل به عنوان عوامل موثر در پذیرش مشتری از طریق IB در نظر گرفته شدند. سپس، این عوامل به یک نمونه از مشتریان IB در قالب یک پرسشنامه ارسال شدند. پس از جمع آوری پرسشنامه ها ی پر شده و بر اساس آزمون آماری، مهمترین عامل در میان آنها مورد تحقیق قرار گرفت. از این رو، بسیاری از این عوامل با یکدیگرمرتبط هستند؛ روش مبتنی نظریه گراف (DEMATEL) با ساختار بازخورد استفاده شده است تا اثرات مستقیم و غیر مستقیم عوامل موثر بر عوامل دیگر و کل سیستم را بررسی کند. نتایج نشان داد که: پاسخدهی (بررسی موثر مشکلات)، دسترسی به خدمات IB (نیازهای سخت افزاری)، سرعت شبکه، سهولت استفاده و بدون نیاز به حضور فیزیکی در شعبه بانک، به ترتیب، مهمترین عوامل بحرانی هستند.
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