Study of Factors Influencing Customerʹʹs use of Electronic Banking Services by Using Pikkarainens Model (Case study: Eghtesad Novin Bank of Kermanshah, Iran)

Abstract:Since Iran has become a member of world trade organization (WTO) and due to arrival of foreign rivals to national financial markets, Iranian banks need to develop their services in the line with technological changes and to turn to E-banking. One of major obstacles to the way of E-banking development is the lack of adoption by customers of this technology as well as some bias toward traditional banking practices. Using Pikkarainen model, present research studies factors influencing customers use of E- banking services among Eghtesad Novin banks customers to this end, this research has used a questionnaire simply randomly distributed to 228 customers of Eghtesad Novin bank. Validity of the questionnaire was confirmed by a number of university professors. Their reliability was obtained with Cronbachʹs alpha coefficient questionnaire; 0.810.The method of this study is descriptive-survey research. Study period is the first half of 2012. T-test and Friedman test were employed to test hypotheses and to rate factors influencing adoption of E-banking in customers viewpoints. Results support hypotheses (1-6) relating the level of six factors effects (including usefulness, easy to use, enjoyment, providing information, security and confidentiality, and quality of internet communication) on customerʹs use of E-banking services provided by Eghtesad Novin Bank. In hypotheses (7) the most important factor for adopting E-banking services is providing information in viewpoints of customers this research concludes with some recommendation to Kermanshah Eghtesad Novin Bank in terms of adoption of this technology (E-banking).