Employing Affordance Theory in Designing Multi-Channel Banking

Multi-channel banking have attracted a lot of attention in recent years. So, the design of multi-channel banking services and the identification of the costs of each of these levels, it is an important issue for both banking professionals and researchers in this field. The main concern that this article deals with is how to design a hybrid channels services so that users can afford to use them. This study, by relying on the affordance theory and with the epistemological assumptions in designing the research method, qualitative data has been gathered. In order to collect qualitative data, we have used an in depth-interview with the experts of the banking industry. The results indicate that to improve the users ‘affordance of multi-channel banking, it is possible to consider 15 issues. Topics that can be considered by the user as well as the possible perceptual and lead to higher levels of use. The findings of this research can help experts and senior managers of the banking industry in the design of multi- channels services.