Identifying the needs of customers in providing services through electronic channels with a mixed approach (case study: Bank Mellat customers in Ilam city)

The purpose of this research is to identify the needs of customers in providing services through electronic channels with a mixed approach. The statistical population includes two groups of managers and experts in the field of electronic banking services, and all customers of Bank Mellat in Ilam city. The sampling of the qualitative part was done in the form of a snowball; and 10 experts and managers were selected, and 384 people were selected in the quantitative part by simple random sampling and through Cochran's formula. The tool for data collection is semi-structured interviews in the qualitative part and researcher-made questionnaires in the quantitative part. To analyze the data, the qualitative part was analyzed by the theme analysis, and the quantitative part by the structural equation model. The results showed that a total of 28 components were identified and extracted in the 5 main categories of service characteristics, service reliability and security, access and service delivery time, understanding and recognition, communication with the customer, and price and cost. Also, the results of the structural equations indicate that the 5 identified categories are among the factors affecting the needs of customers.