چكيده به لاتين
Considering the advancement of technology and the unwillingness of customers to physically present at the bank branches due to the time and cost, the electronic banking services, especially mobile banking, has been raised more than ever. Since the quality of services is an important factor in customer attitude and tendency to use service, this study attempts to address this issue.
According to the findings of this study, 15 qualitative factors affecting the quality of electronic services were extracted and eventually incorporated into 14 factors and the impact of these factors on four different mobile banking segments including: financial transactions, information changes transactions, information receive transactions, alert and inbox transaction were compared, which only the impact of the two factor: response-interactions, realization-effectiveness in the four sections were different, the other factors didn't have significant different in the four sections. Also, the extracted factors, in terms of impact on quality, were prioritized using Friedman's test and it was noted that the two factors of "accuracy of information and performance" and "validity of information content" had the greatest impact on the quality of services. Furthermore, the positive impact of service quality in the perceived usefulness, perceived ease of use and internal norms of the technology acceptance model was achieved with the greatest impact on the internal norms section. In adition, using structural equations modeling, the effect of extracted factors on the quality of services was modeled, and based on the fitting of the conceptual model of research, the matching of conceptual pattern with the collected data was also confirmed.
