The Role of Social Cognitive Theory in Shaping and Empowering Customer Goal Setting: A Case Study of Bank Mellat in Kerman Province

Purpose: In the contemporary competitive landscape of the banking industry, the transition from traditional channels to digital platforms has fundamentally transformed management strategies. Given the pivotal role of Internet Banking in financial service evolution, identifying and explaining the motivational drivers for customer adoption and sustained usage of these channels is imperative. This study aims to elucidate and enhance the motivations underlying Internet Banking usage, grounded in Social Cognitive Theory (SCT), with a specific focus on the customers of Bank Mellat in Kerman Province.Methodology: This research is applied-developmental in nature and employs a survey approach. The statistical population comprises active customers of Bank Mellat in Kerman Province. The sample size was determined using Cochran’s formula, and data were collected via stratified random sampling. The hypothesized relationships between five independent variables and customer motivation were tested using Structural Equation Modeling (SEM) and statistical software (e.g., SmartPLS).Findings: The statistical analysis results indicate that five key factors—(۱) Website Quality Characteristics, (۲) Trust in Security and Reliability, (۳) Ease of Use, (۴) Compatibility with Lifestyle, and (۵) Service and Product Variety—exert a significant, positive, and strong influence on customer motivation to use Internet Banking (p<۰.۰۱). Notably, “Trust in Security” and “Ease of Use” were identified as the strongest predictors of motivation within the conceptual model.Conclusions: The findings suggest that Social Cognitive Theory (SCT) offers a robust framework for understanding the behavioral dynamics of customers within the digital ecosystem. For Bank Mellat, a strategic shift from traditional approaches to a customer-centric digital model—focusing on enhancing visual interactions, bolstering cybersecurity, and personalizing services to align with customer lifestyles—represents a strategic roadmap for increasing motivation, strengthening loyalty, and ultimately capturing market share. This study offers operational recommendations for banking policymakers aimed at optimizing digital platforms.

Keywords:

Internet Banking , Social Cognitive Theory (SCT) , Usage Motivation , Trust , Ease of Use , Bank Mellat , Structural Equation Modeling (SEM).