Introduction of a Framework for Customer Orientation Using Ambulant E-Banking Services Marketing (Case Study: Mellat Bank in Isfahan)

Authors

  • Mohammad Mehrali Moghaddam Electronic Branch, Islamic Azad University, Tehran, Iran
  • Seyed Ali Siadat Associate Professor in education management, Isfahan University, Isfahan, Iran
Abstract:

E-banking (electronic banking) is the modified business banking toward E-business (electronic business) banking that actually uses the electronic communication channels such as internet, phones, cell phones and the like. By using this method, the demands of customers such as time independent and high flexible actions are satisfied. In this process, marketing is so important because guiding customers of bank for using these platforms leads to decrease in costs and increase in profit of the organization. Due to the importance of E-banking, the current study tries to introduce a framework for customer orientation using marketing of ambulant E-banking services. This study uses a descriptive-survey method on a population of all customers of Mellat bank in Isfahan in 2013, using random sampling method. The sample size was 430 participants with 408 acquired questionnaires. A questionnaire with 40 questions was used as the measuring tool made by authors with validity and reliability factors about 0.73 and 0.85 respectively. Data analysis was done using single variable T-test, Kalmogorov- Smiranov test, and multivariate analysis of variance. The key E-marketing components (customer relationship management, supply chain management, information systems integration and information clarification) were considered as the dependent variables. Then, their effect on customer orientation was analyzed as our independent variable. Analysis was done by SPSS software. The results showed that computed averages on developing the questionnaire components are much greater than the assumed values. According to the results, the effect of mentioned components on customer orientation was approved.

Upgrade to premium to download articles

Sign up to access the full text

Already have an account?login

similar resources

introduction of a framework for customer orientation using ambulant e-banking services marketing (case study: mellat bank in isfahan)

e-banking (electronic banking) is the modified business banking toward e-business (electronic business) banking that actually uses the electronic communication channels such as internet, phones, cell phones and the like. by using this method, the demands of customers such as time independent and high flexible actions are satisfied. in this process, marketing is so important because guiding cust...

full text

A Model of E-Loyalty and Word-Of-Mouth based on e-trust in E-banking services (Case Study: Mellat Bank)

Customers extend robust trust to a business when they believe the business puts their interests first. Good experience of banking services and recommendations of other customers can increase trust. Loyalty and Word of mouth (WOM) is accepted as key factors successes of marketing. This paper seeks to discover the affecting factors on positive word of mouth and loyalty based on trust enhancement ...

full text

metrics for the detection of changed buildings in 3d old vector maps using als data (case study: isfahan city)

هدف از این تحقیق، ارزیابی و بهبود متریک های موجود جهت تایید صحت نقشه های قدیمی سه بعدی برداری با استفاده از ابر نقطه حاصل از لیزر اسکن جدید شهر اصفهان می باشد . بنابراین ابر نقطه حاصل از لیزر اسکنر با چگالی حدودا سه نقطه در هر متر مربع جهت شناسایی عوارض تغییر کرده در نقشه های قدیمی سه بعدی استفاده شده است. تمرکز ما در این تحقیق بر روی ساختمان به عنوان یکی از اصلی ترین عارضه های شهری می باشد. من...

The Impact of Co-Production on Customer Loyalty in Banking Services: A Case of Saman Bank

This study investigates the effect of co-production on customer loyalty (attitudinal and behavioral separately) and factors which may boost co-production in an Iranian bank. To investigate co-production in banking services, the proposed model of Auh et al. (2007) was applied. Given the fact that many banks try to get the status of their main customers, co-production was examined due to its pote...

full text

Identifying customer preferences in using e-banking services

Clients are the vital artery of every industry and business. Maintaining these customers is one of the most important tasks of any business, especially banks.  The  specific needs  of  customers and  the increasing compe- tition in the banking services market have led banks to create structures that can respond flexibly to these needs. Obviously, one of the important points is that moving to th...

full text

My Resources

Save resource for easier access later

Save to my library Already added to my library

{@ msg_add @}


Journal title

volume 4  issue 1

pages  382- 388

publication date 2015-02-01

By following a journal you will be notified via email when a new issue of this journal is published.

Hosted on Doprax cloud platform doprax.com

copyright © 2015-2023