Providing a Service Quality Model Based on Self-Service Electronic Technologies Perceived by Vulnerable Consumers in The Banking Industry

In this study, with a phenomenological approach, we seek to investigate and reconstruct the quality model of electronic banking services and its invisible aspects and diminish consumer losses with the possibility of vulnerability in the event of a corona pandemic. Based on existing theories and then focusing on the lived experience of individuals, this study tries to identify the dimensions, antecedents and, ultimately, the consequences of this phenomenon in the form of a model. Snowball sampling was carried out in the Tehran megacity, and data was gathered through a semi-structured interview with 25 participants. Through constant comparison of data; open, axial, and selective coding; as well as the analysis of relational content; concepts and themes were categorized. Data analysis showed that the quality of e-services has dimensions of efficiency, completeness of execution, ease of use and access, responsiveness, quality assurance, information, the attractiveness of use, security, emotional actions and functional value. Also, the antecedents affecting this phenomenon include previous experience, oral communication, organizational reputation, customer engagement, previous image, traditionalism and social responsibility, Finally, the consequences of this phenomenon include satisfaction and behavioural intentions. This qualitative study is one of the primary studies on older women's perceptions of the quality of e-banking services. Previous studies have not mentioned some findings of this study.