Identifying and Ranking the Impacting Factors on the Use of Mobile Banking among Customers of Mellat Bank Branches in the City of Qaemshahr Based on DEMATEL

The aim of the research is to identify and rank the factors impacting the use of mobile banking among customers of Mellat bank branches in the city of Qaemshahr based on DEMATEL. The study population includes experienced managers and staff in the field of electronic services at Mellat branches of Bank (with at least a bachelor's degree). According to the terms of DEMATEL analysis and taking into account the conditions of Mellat bank branches in Qaemshahr city, the population is 45 people, simple random sampling method is used, and sample size is selected using Cochran formula. The aim of the present study is functional and the methodology is analytical (non-experimental) and cross-sectional survey. Data is obtained from a standard questionnaire used in the study, collected and analyzed by DEMATEL method. The findings in relation to research questions suggest that according to experienced administrators and staff in the field of electronic services at branches of Mellat Bank in the city of Qaemshahr, on the significance (impact) of each component of the adoption and ease of use of mobile banking, ease of perceived use component with the R + J equal to 9.32 is the most important component and perceived usefulness with the amount of R + J equal to 7.56 has been the least important. Also, in terms of importance (influence) of each component regarding the interaction with other variables, the adoption and use of mobile banking, perceived usefulness component with RJ amount equal to 2.08, is the most important components and Trust component equal to the amount of RJ with - 1.592 has been operating as the richest component. In the end according to the results to improve the application of mobile banking among the customers of Mellat Bank in Qaemshahr city functional and applicable suggestions are provided.

Keywords:

e-banking , mobile banking , DEMATEL method , Mellat bank branches , Qaemshahr city