The dynamics of digital banking adoption: Insights from Iran's context on marketing strategies and personal competence

https://doi.org/10.35912/amor.v5i4.2003
Published: May 6, 2024

Abstract:

Purpose: This study investigates the factors affecting customers' digital banking adoption using the Technology Adoption Model (TAM), supplemented by Bank Marketing Activities (BMA) and Bank Personal Competence (BPC).

Research Methodology: A total of 271 participants were analyzed quantitatively using Structural Equation Modeling (SEM) with IBM AMOS 26.

Results: The findings indicate that both Bank Marketing Activities (BMA) and Bank Personal Competence (BPC) play significant roles in augmenting the perceived ease of use and usefulness of digital banking. Specifically, BPC demonstrates greater efficacy in enhancing ease of use, whereas BMA affects both ease of use and usefulness. Key components of effective bank marketing include personnel expertise, proactive service delivery, and the effective handling of customer dissatisfaction. Moreover, essential competencies for bank staff include being responsive, adept at problem solving, and adhering to ethical standards.

Limitations: The applicability of this study's findings is primarily focused on the educational environment.

Contribution: This study expands the theory of technology adoption, particularly within the realm of marketing functions. It offers valuable managerial insights into the prioritization of bank services and the development of personnel competencies aimed at bolstering the adoption of digital banking services.

Keywords:
1. Bank’s personal competence
2. perceived ease of use
3. perceived usefulness
4. intention to use digital banking
Authors:
Afshar Bazyar
Malek Ashtar University of Technology, Iran
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Bazyar, A. (2024). The dynamics of digital banking adoption: Insights from Iran’s context on marketing strategies and personal competence. Annals of Management and Organization Research, 5(4), 271–284. https://doi.org/10.35912/amor.v5i4.2003
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Issue & Section
Vol. 5 No. 4 (2024): May
Articles
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  1. Abedin, M. Z., Rahman, M. N., & Mohiuddin, M. (2016). Application of Customer Driven Marketing Strategies in Banking Industry and Perception of Customers: A Study on Pubali Bank Limited. IOSR Journal of Business and Management, 18(11).
  2. Acar, M. F., Tarim, M., Zaim, H., Zaim, S., & Delen, D. (2017). Knowledge management and ERP: Complementary or contradictory? International Journal of Information Management, 37(6), 703-712.
  3. Akhter, A., Hossain, M. U., & Karim, M. M. (2020). Exploring customer intentions to adopt mobile banking services: Evidence from a developing country. Banks and Bank Systems, 15(2), 105.
  4. Al-alak, B. A. (2014). Impact of marketing activities on relationship quality in the Malaysian banking sector. Journal of Retailing and Consumer Services, 21(3), 347-356.
  5. Alberton, A., Kieling, A. P., Lyra, F. R., Hoffmann, E. M., Lopez, M. P. V., & Stefano, S. R. (2020). Competencies for sustainability in hotels: insights from Brazil. Employee Relations: The International Journal, 44(3), 555-575.
  6. Alkhowaiter, W. A. (2020). Digital payment and banking adoption research in Gulf countries: A systematic literature review. International Journal of Information Management, 53, 102102.
  7. Andriani, R., & Putra, W. (2019). The intersection of marketing and human resources dicipline: employer brand equity as a mediator in recruitment process. International Journal of Innovative Science and Research Technology, 4(12), 465-475.
  8. Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective: mcgraw-hill.
  9. Darko, I. L. O., Bans-Akutey, A., Amoako, P., & Affum, L. K. (2024). Employee retention and organizational performance: Evidence from Ghana Police Service. 5, 3(219–230).
  10. Darma, G. S., & Noviana, I. P. T. (2020). Exploring digital marketing strategies during the new normal era in enhancing the use of digital payment. Jurnal Mantik, 4(3), 2257-2262.
  11. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
  12. Deddy, S. (2019). ANALISIS PERBANDINGAN KINERJA KEUANGAN BANK UMUM SYARIAH DAN BANK UMUM KONVENSIONAL. Universitas Darma Persada.
  13. Durodolu, O. O., & Ngoaketsi, J. M. (2019). Multilateral relationship between Information Literacy, Self-concept and Metacognitive ability. Metacognition in Learning, 107-122.
  14. Fahmi, S., & Rohman, F. (2018). Factors affecting Indonesian consumers to switch, using mobile banking and internet banking service. KnE Social Sciences.
  15. Ghorbani, S., & Khanachah, S. N. (2020). Investigating the reasons for failures and delays in R&D projects with the project management approach. Annals of Management and Organization Research, 1(4), 319-334.
  16. Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris. Semarang: Badan Penerbit UNDIP.
  17. Grani?, A., & Maranguni?, N. (2019). Technology acceptance model in educational context: A systematic literature review. British Journal of Educational Technology, 50(5), 2572-2593.
  18. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM): Sage.
  19. HC, R. H. K., Hanafi, M. M., & Lantara, W. N. (2019). The effect of optimal cash and deviation from target cash on the firm value: Empirical study in Indonesian firms. JDM (Jurnal Dinamika Manajemen), 10(1), 1-13.
  20. He, Y., Chen, Q., & Kitkuakul, S. (2018). Regulatory focus and technology acceptance: Perceived ease of use and usefulness as efficacy. Cogent Business & Management, 5(1), 1459006.
  21. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135.
  22. Hsu, C.-L., & Lin, J. C.-C. (2016). An empirical examination of consumer adoption of Internet of Things services: Network externalities and concern for information privacy perspectives. Computers in Human Behavior, 62, 516-527.
  23. Indrajaya, N., Perizade, B., Wahab, Z., & Shihab, M. S. (2023). Mediating role of attitude in green purchase intention for solar power plants: A green marketing analysis. Annals of Management and Organization Research, 5(2), 127–141.
  24. Ingham, J., Cadieux, J., & Berrada, A. M. (2015). e-Shopping acceptance: A qualitative and meta-analytic review. Information & Management, 52(1), 44-60.
  25. Jafari, M., & Khanachah, S. N. (2024). Integrated Knowledge Management in the Supply Chain: Assessment of Knowledge Adoption Solutions through a Comprehensive CoCoSo Method under Uncertainty. Journal of Industrial Information Integration, 100581.
  26. Jafari, M., Zahedi, M., & Naghdi Khanachah, S. (2023a). Identify and Prioritize the Challenges of Customer Knowledge in Successful Project Management: An Agile Project Management Approach. Journal of Information & Knowledge Management, 2350060.
  27. Jafari, M., Zahedi, M., & Naghdi Khanachah, S. (2023b). Presenting an Effective Motivational Model on the Knowledge Acquisition Process Using Fuzzy Best-Worst Method (FBWM). Journal of Information & Knowledge Management, 2350061.
  28. Kalachev, D., & Mezin, S. (2020). Modernization of Siemens SPPA-T3000 Laboratory with the Use of Real-Time Container. Paper presented at the 2020 V International Conference on Information Technologies in Engineering Education (Inforino).
  29. Katahama, Z., & Bozorgzadeh, T. (2023). Examining employer experiences in the polytechnic sector's industrial training program. Annals of Management and Organization Research, 5(2), 143-161.
  30. Khairi, M. S., & Baridwan, Z. (2015). An empirical study on organizational acceptance of new information systems in a commercial bank environment. Int. J. Account. Bus. Soc, 23(1), 97-121.
  31. Khaldi, K. (2017). Quantitative, qualitative or mixed research: Which research paradigm to use. Journal of Educational and Social Research, 7(2), 15-24.
  32. Lai, P. C. (2017). The literature review of technology adoption models and theories for the novelty technology. JISTEM-Journal of Information Systems and Technology Management, 14, 21-38.
  33. Law, L., Hafiz, M., Kwong, T., & Wong, E. (2020). Enhancing SPOC-flipped classroom learning by using student-centred mobile learning tools. Emerging Technologies and Pedagogies in the Curriculum, 315-333.
  34. Makanyeza, C., & Chikazhe, L. (2017). Mediators of the relationship between service quality and customer loyalty: Evidence from the banking sector in Zimbabwe. International Journal of Bank Marketing, 35(3), 540-556.
  35. Marneros, S., Papageorgiou, G., & Efstathiades, A. (2020). Identifying key success competencies for the hospitality industry: The perspectives of professionals. Journal of Teaching in Travel & Tourism, 20(4), 237-261.
  36. Mashizha, M., Gumbo, L., & Sabawo, A. (2024). Leveraging SMEs financial inclusion through agency banking in Zimbabwe. Annals of Management and Organization Research, 5(3), 189-203.
  37. Micic, R. (2015). Leadership role in certain phases of knowledge management processes. Ekonomika, Journal for Economic Theory and Practice and Social Issues, 61(4), 47-56.
  38. Muñoz-Leiva, F., Climent-Climent, S., & Liébana-Cabanillas, F. (2017). Determinantes de la intención de uso de las aplicaciones de banca para móviles: una extensión del modelo TAM clásico. Spanish Journal of Marketing-ESIC, 21(1), 25-38.
  39. Naruetharadhol, P., Ketkaew, C., Hongkanchanapong, N., Thaniswannasri, P., Uengkusolmongkol, T., Prasomthong, S., & Gebsombut, N. (2021). Factors affecting sustainable intention to use mobile banking services. Sage Open, 11(3), 21582440211029925.
  40. Nugraha, M. G., Kaniawati, I., Rusdiana, D., & Kirana, K. H. (2016). Combination of inquiry learning model and computer simulation to improve mastery concept and the correlation with critical thinking skills (CTS). Paper presented at the AIP Conference Proceedings.
  41. Park, E., Kim, K. J., & Kwon, S. J. (2016). Understanding the emergence of wearable devices as next-generation tools for health communication. Information Technology & People, 29(4), 717-732.
  42. Priansa, D. J. (2017). Perilaku konsumen dalam persaingan bisnis kontemporer.
  43. Rahayu, I. S. (2016). Minat Nasabah Menggunakan Mobile Banking Dengan Menggunakan Kerangka Technology Acceptance Model (TAM)(Studi Kasus PT Bank Syariah Mandiri Cabang Yogyakarta). JESI (Jurnal Ekonomi Syariah Indonesia), 5(2), 137-150.
  44. Rahimi, F., Møller, C., & Hvam, L. (2016). Business process management and IT management: The missing integration. International Journal of Information Management, 36(1), 142-154.
  45. Reilly, P. (2018). The impact of artificial intelligence on the HR function. Which way now for HR and organisational changes, 41-58.
  46. Rivaldi, M. r. (2018). Studi Etnomatematika Masyarakat Kampung Salapan Kabupaten Karawang. Universitas Pendidikan Indonesia.
  47. Safira, J. E., & Baridwan, Z. (2018). The analysis of individual’s behavioral intention in using mobile banking based on TAM and UTAUT 2. Jurnal Imiah Mahasiswa FEB Universitas Brawijaya, 6(2), 1-26.
  48. Saibil, D. I. (2020). Does the banking information system affect customer satisfaction and loyalty? EkBis: Jurnal Ekonomi dan Bisnis, 4(1), 353-364.
  49. Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach: john wiley & sons.
  50. Shah, D. S. M. A. R., Rashid, D. A., & Khaleequzzaman, M. (2014). Capital structure decisions in Islamic banking: empirical evidence from Pakistan. Shah, M., Rashid, A., & Khaleequzzaman, M.(2017). Capital structure decisions in Islamic banking: empirical evidence from Pakistan. Journal of Islamic Banking & Finance, 34(2), 89-103.
  51. Singh, S., & Srivastava, R. (2018). Predicting the intention to use mobile banking in India. International Journal of Bank Marketing, 36(2), 357-378.
  52. Sprenger, D. A., & Schwaninger, A. (2021). Technology acceptance of four digital learning technologies (classroom response system, classroom chat, e-lectures, and mobile virtual reality) after three months’ usage. International journal of educational technology in higher education, 18(1), 8.
  53. Styarini, F., & Riptiono, S. (2020). Analisis pengaruh customer trust terhadap keputusan menggunakan mobile banking melalui perceived risk dan perceived usefulness sebagai variabel intervening. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 2(4), 670-680.
  54. Sugiyono. (2018). Metode penelitian kuantitatif (1st ed.): Alfabeta.
  55. Šumak, B., Heri?ko, M., Budimac, Z., & Pušnik, M. (2017). Investigation of moderator factors in e-business adoption: A quantitative meta-analysis of moderating effects on the drivers of intention and behavior. Computer Science and Information Systems, 14(1), 75-102.
  56. Tamim, M. S., & Akter, L. (2024). Green marketing impact on youth purchasing: Bangladesh district-wise study on consumer intentions. Annals of Management and Organization Research, 5(3), 205-217.
  57. Tanha, M., Alam, M. K., Mahmud, S., Hossain, S., Alam, M., & Al Sabahel, M. (2024). The correlation of cashless banking and profitability in the banking industry in Bangladesh. Annals of Management and Organization Research, 5(3), 175-188.
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