Factors influencing customers’ change of behaviors from online banking to mobile banking in Tejarat Bank, Iran

Abstract

Purpose The purpose of this paper is to study the influential factors in changing customers’ behaviors from online banking to mobile banking based on Tiller and Tad model. Design/methodology/approach A quantitative method was used. This study is a practical research work by using 400 people, among whom 384 participants were selected based on simple random sampling. Findings The results indicated that the perceived advantage of using mobile banking, the influence of peer groups, source facilitator conditions as well as technology had the highest correlation. Among the influential components on attitude, the highest level belongs to perceived advantage of using mobile bank. Among the effective factors on behavioral control, source facilitator conditions and technology facilitator conditions had the highest correlation. Research limitations/implications It is suggested that the provided services be expanded via mobile banking and more customers be encouraged to use mobile banking services. For instance, the transaction of currency, stock, etc. via mobile banking is suggested. It is recommended that mobile banking software should be designed in a way that the process of mobile banking services is very easy for customers. Bank staff and employees should be trained to be active promoters of mobile banking services not only inside branch locations, but in other places and work environments as informers, messengers and models of using mobile banking. Practical implications It is recommended that bank managers should make use of the mass media such TV, billboard, radio, press, etc., in order to increase public awareness of mobile banking, and try to take effective steps in creating positive attitude in their customers on using mobile banking. Social implications Mobile banking has evolved as a wireless communication interface for producing value by customers in banking transactions. Todays, one of the substantially remarkable modern techniques in providing banking services is the provision of financial and banking services by using smart phones (mobiles). Although the life of using smart phones for banking and financial operations is not too long, significant advancements have been observed in this area within a short time, which could highly promise the extensive development of this modern electronic banking technique in future. Originality/value During the last decade, information technology has had tremendous impacts on banking industry through guiding and introducing new financial products with a specific delivering to its customers, enabling the banks to be able to provide distinguished products and special services to their customers safely and reliably. It is more than 200 years since banks have served their customers through their branch systems. However, with the emergence of various types of technology, the nature of providing financial services has greatly changed, with the increasing growth in electronic commerce.