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Management
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Economy
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Development
Impact of Strategic Factors on Service E-Commerce Marketing in E-Banking
Volume 2, Issue 4, 2020, Pages 65 - 78
1 Associate Professor and Faculty Member, Faculty of Management, University of Tehran ,Tehran, Iran.
2 Master student of business management, strategic orientation, Alborz campus, University of Tehran, Tehran, Iran.
Abstract :
Banks need to accept these services from customers in order to compete and expand electronic services and attract customers. Studies and research on the use of e-banking show how these ideas and ways of thinking affect customer behavior regarding the use of e-banking, and on the other hand, identifying the elements affecting the use of e-banking by customers helps bank managers. , To improve the provision of banking services and operations, to develop the space (market) of banking services and meet the needs of customers, and on the other hand, to reduce costs to move to gain more profits and improve their marketing strategies New e-banking systems to operate. Therefore, the statistical population of this research is Ansar All-Electronic Bank, which with the help of electronic questionnaire, its validity has been confirmed by marketing experts and its reliability has been confirmed by Cronbach's alpha above 0.7. Strategic factors of service delivery include efficiency, completeness, availability, confidentiality, responsiveness and compensation of services that in the method of structural equations and using Amos software, in this study to the impact of each variable on We deal with e-commerce marketing in the banking industry. The results show that efficiency, completeness, availability, confidentiality, accountability and compensation of services have a positive effect on e-commerce marketing in the e-banking system.
Banks need to accept these services from customers in order to compete and expand electronic services and attract customers. Studies and research on the use of e-banking show how these ideas and ways of thinking affect customer behavior regarding the use of e-banking, and on the other hand, identifying the elements affecting the use of e-banking by customers helps bank managers. , To improve the provision of banking services and operations, to develop the space (market) of banking services and meet the needs of customers, and on the other hand, to reduce costs to move to gain more profits and improve their marketing strategies New e-banking systems to operate. Therefore, the statistical population of this research is Ansar All-Electronic Bank, which with the help of electronic questionnaire, its validity has been confirmed by marketing experts and its reliability has been confirmed by Cronbach's alpha above 0.7. Strategic factors of service delivery include efficiency, completeness, availability, confidentiality, responsiveness and compensation of services that in the method of structural equations and using Amos software, in this study to the impact of each variable on We deal with e-commerce marketing in the banking industry. The results show that efficiency, completeness, availability, confidentiality, accountability and compensation of services have a positive effect on e-commerce marketing in the e-banking system.
Keywords :
Electronic banking, e-commerce, service strategy, electronic banking, Ansar Bank
Electronic banking, e-commerce, service strategy, electronic banking, Ansar Bank
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