Azad Shaibani; Masoud Keimasi; Rosa Hendijani; Mohammadsaleh Torkestani
Abstract
Nowadays Due to the increasing advances in technology in the banking industry and changes in the expectations of bank customers, especially the desire to eliminate unnecessary face-to-face Services and the need to receive 24-hour banking services, virtual portals, especially Internet banking websites ...
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Nowadays Due to the increasing advances in technology in the banking industry and changes in the expectations of bank customers, especially the desire to eliminate unnecessary face-to-face Services and the need to receive 24-hour banking services, virtual portals, especially Internet banking websites have been welcomed. According to many experts success of websites is closely related to their degree of usability, so ease of use can act as a powerful leverage to attract customers to a bank that has a more usable website. In this study, after a comprehensive review of the literature, interviews with 41 experts in this field and then by a qualitative method of theme analysis, a comprehensive model of internet banking website was presented. In this model, usability is affected by two groups of external dimensions and internal dimensions, which in case of compatibility with users' expectations, the website is evaluated as usable and as a result, user satisfaction is achieved. Due to the wide range of customers of commercial banks, in addition to traditional segmentation, it is recommended that intelligent segmentation of target users done to improve the usability of Internet banking websites.
Zohreh Dehdashti Shahrokh; Mahmoud Mohammadian Mahmoudi Tabar; Masoud Keimasi; Ali Asghar Sajedifar
Abstract
Rapid developments of the internet and the increasing growth of social media have provided new opportunities for today's businesses. Using these media, organizations can build up deep and lasting relationships with their customers. Moreover by engaging customers with their brand, they can create positive ...
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Rapid developments of the internet and the increasing growth of social media have provided new opportunities for today's businesses. Using these media, organizations can build up deep and lasting relationships with their customers. Moreover by engaging customers with their brand, they can create positive outcomes for themselves, customers and society. Accordingly, this study seeks to identify Antecedents, dimensions, and consequences of customers brand engagement in social media in the banking industry. In order to achieve the goal, In-depth interviews were conducted with customers who following one or more banks on social media, and data analysis was performed by using content analysis method. The results of the research were presented in a research model consisting of three divisions of Antecedents (individual, organizational and media), consequences (individual, organizational and social) and dimensions of customers brand engagement. Finally this study provided suggestions to use these media to engage customers.
