An analysis of factors affecting on customers’ adoption of internet-banking services using DEMATEL method

The rapid development of Internet and electronic businesses havestimulated the banking sector towards encouraging customers tointernet banking (IB), However, the evidence indicates a lack of interestin the use of IB services. Therefore, this paper aims to identify affectingfactors on customer adoption from IB and measure the influence ofeach factor on IB adoption. Based on an explorative literature review,numbers of factors were considered as affecting factors on customeradoption of IB. Then, these factors were sent to a sample of IBcustomers in form of a questionnaire. Having collected the filledquestionnaires and based on a statistical test, the more important factorsexplored among all. Hence, many of these factors have relationshipwith each others; a graph theory based technique (DEMATEL) withfeedback structure is used to explore the direct and indirect effects offactors on the other factors and the whole system. The results indicatethat: responsiveness (effective handling of problems), accessibility toIB services (hardware necessities), speed of network, ease of use and noneed to physical attendance in bank branch, respectively, are the mostcritical factors.

Keywords:

Internet Banking (IB) , Adoption , DEMATEL , Multiple Criteria Decision Making (MCDM)