The Role of Organizational Behavior Factors in Effectiveness of Internet Banking Services (Case Study: Banking Industry of Iran)

Electronic banking as the main elements of modern economy, it is a blessing of it world in which all financial activities, banking and credit of the traditional substrate is transferred to an electronic substrate. Internet communication channels are using one of the main requirements for banks to develop electronic banking services. The main purpose of this study identified various factors that influence behavior tends to use internet services by customers is internet banking. Therefore, cluster sampling method 384 questionnaires distributed among the customers of Melli bank branches (Northern, Iran) and collected. They were analyzed with ANOVA test. These results indicate that the impact of various factors on the orientation behavior (perceived ease, perceived usefulness, perceived security) to use internet services banking vary by customer.