چكيده به لاتين
Abstract:
Presence in meta-information age and daily speed increasing of information technology makes bank customers to tend to have more relationship via Internet and mobile phone. Today, attracting, increasing and keeping customers of mobile banking can have high economic advantages for banks, such as decreasing costs, increasing profitability, improving quality in giving services to customers, removing time and place constraints as well as expanding activities of banking and marketing areas.
Using practical approach, this research considers above issues. The main objective is to identify the most significant challenges (competition factors and risk) of attracting, increasing and keeping customers in mobile banking area to results in developing a measurement pattern.
The research is considered as non- experimental (description), correlation as well as sectional time research. Statistical data of this research is collected from Electronic services of Parsian Bank, Tehran, Iran. The sample volume (384 No.) is calculated via unlimited society Cochran formula.
The results demonstrate that there is direct relationship between socio-law- law constraints with attracting, increasing and keeping customers in mobile banking area.
Keywords: mobile banking, socio-law- law constraints
