Banking, Mobile Banking, The Customer, The Customers Intention
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Today, the spread of information and communication technologies have led to new services of banks. One of these services is mobile banking that reduces customers and banks costs. This study offers an exclusive model in order to assess the factors affecting the intention of customers in the field of mobile bank services through a review on literature and extraction of factors affecting customers’ intention. The statistical population consists of Zahedan Tejarat bank customers and sample size is estimated 384. Exploratory and confirmatory factor analyses are used for data analysis; SPSS and Lisrel software are analysis tools. Analysis- based model including 9 factors and 26 indices was provided in order to assess factors affecting the intention of customers using mobile banking services. According to customer's perspective, perceived cost, self-efficacy and perceived usefulness factors are the most important and the need for communication, ease of use and reliability are the least important factors.