Designing a pattern of advertising the electronic services of a bank and the intention to use them

All organizations pursue the goal of increasing customer attraction as well as enhancing their satisfaction. The country's banking industry in recent decades has experienced a rise in the number of banks, credit financial institutions and good credit funds. Hence, it is faced with growing competition. According to the latest data available on the World Bank website, the share of the value-added services in Iran is 55.8% of GDP in 2019, which is slightly higher than the global average of this index (54.8%). This percentage shows the importance of service sectors in the country. Advertising and choosing the right advertising method is the approach widely considered by thinkers. This is because the tendency of users of services and goods and the success of advertising largely depend on choosing the right advertising tools and the right method. Also, using creativity and taste in producing effective advertising content and identifying the factors affecting the intention to use services are the basic needs of financial institutions such as banks. Identifying these factors provides valuable information to attract and retain business customers. This research has been done with the aim of designing a pattern for explaining the relationship between the advertisement of electronic bank services and intention to use.

The present study is developmental and applied in terms of purpose and exploratory and mixed in terms of method. It has two parts, qualitative and quantitative, with an emphasis on the qualitative part. In the qualitative part, the proposed model is presented by the qualitative content analysis method. To evaluate the reliability of the model and its validity the Kappa index and experts’s opinions are used, respectively. First, by the library method and a comprehensive review of the literature in the field, the corresponding models and theories are studied. For this purpose, qualitative content analyses are performed to identify the subcategories. The quantitative part of this research has been measured among bank customers. To do this, a template was provided as a questionnaire. Cronbach's alpha method was used to assess the reliability of the questionnaire. The total alpha of the questionnaire was 0.854, which indicates that the reliability of the questionnaire was good. The statistical population in the quantitative part consisted of Bank Shahr customers in Shiraz City. The sampling process was done in two stages. In the first stage, the stratified sampling method and, in the second stage, the simple random sampling method were used, and the statistical sample consisted of 384 customers of Bank Shahr branches with different grades.

According to the descriptive statistics, 48.7% of the respondents were female and 51.3% of them were male, of whom 52.6% were in the age range of 20-30 years, 1% in the age group of 40-30 years, 12.2% of them at the ages of 50-50 years, and 3.2% of them were over 50 years. Also, 12.4% had a diploma and less, 11.9% had a postgraduate education, 4.4% 46% had a bachelor's degree, and 25.1% had a master's degree or higher. According to the results, young people with higher education are more inclined to use electronic banking services. The results of model fitting, which was estimated using the multivariate regression method, showed a strong correlation between the independent variables and the dependent variable of the research because the value of multiple-correlation coefficient was 0.695. Also, according to the results, about 48% of the variance of the intention to use electronic banking services as a dependent variable was predicted by the independent variables. Based on the adjusted coefficient of determination, which corrects the coefficient of determination in order to further reflect the goodness of the model, the independent variables explain 48% of the changes in the dependent variable. The value obtained for the F test in the table of the ANOVA is 1778/534, which is significant at the error level of 0.05. This means that the independent variables have a high power to explain well the amount of variation and the variance of the dependent variable. The results of the regression coefficients of the independent variables on the dependent variables showed that the variable of advertising with a regression coefficient of 0.732 had a great effect on the intention to use electronic banking services. The effect of the advertising evaluation indicators on the intention to use electronic banking services was not confirmed.

It can be concluded that the advertising of Bank Shahr has an effect on the intention to use e-banking services. Also, the variables of advertising have no effect on the intention to use e-banking services. So, it is important to increase customer understanding that using e-banking is more beneficial than the traditional ways of receiving bank services.