Seybold Report ISSN: 1533-9211
Suzan Mohammed Jawad Al-Khazraji, Assist. Prof. Dr. Ramyar Rezgar Ahmed
Vol 19, No 2 ( 2024 ) | Licensing: CC 4.0 | Pg no: 01-20 | Published on: 04-2-2024
Abstract
Technological development has led to a tangible development in the nature of banking services in general and electronic services in particular, by enabling customers to use the Internet and mobile phones in conducting various banking operations, without the need to visit the bank or deal with its employees, but despite the presence of these advanced services and their availability throughout the day and week, there is still a noticeable weakness in the adoption of these services by customers in banks operating in Iraq. The study aimed to identify the factors affecting the adoption of electronic banking services via mobile phone from the point of view of customers in banks operating in Iraq, in addition to identifying the level of adoption of electronic services via mobile phone provided by banks. The study found that the quality of banking services is a measure of the degree to which the level of banking service rises to meet customer expectations, and because the quality that the customer perceives for service is the difference between the customer's expectations of the dimensions of the service and the actual performance that reflects the availability of these dimensions already. It also found that providing a banking service of outstanding quality means that the actual level of quality matches or exceeds customer expectations, as providing it with high quality means in the end that the service is compatible with the customer's expectations. We have made a set of recommendations, the most important of which was the need for banks to pay attention to the trust factor as one of the factors that contribute to the adoption of electronic banking services via mobile phone, in addition to providing adequate protection for mobile applications, which helps to increase the level of their use.
Keywords:
Marketing - Banking - Electronic Banking over the Phone - Digital Marketing