Designing A Decision Model For Retail Customers In Choosing A banking Service In The Digital Era

The purpose of this research is to design a decision model of retail customers in choosing a banking service in the digital era. The statistical population of this research is the employees of Tejarat Bank Ilam branches, whose number is equal to 210 people. The sampling method was random and the sample size was estimated to be approximately 140 people through Cochran's formula. The data collection tool is a questionnaire, the validity of which has been confirmed by the relevant professors, and the data reliability has been checked using Cronbach's alpha method. The Kolmogorov-Smirnov test was used to measure normality, and the data from the questionnaire was analyzed based on t-tests and using Spss23 and Smart PLS3 software. The findings show that the economic attitudes of customers (with the dimensions of short-term financial goals, long-term financial goals and reward system) have an effect on the decision-making of retail customers in choosing a banking service. Also, the tendency towards technology (with dimensions of perceived benefit, ease of use, trust in the tool) has a significant impact on the decision making of small customers in choosing a banking service.