Journal of Administrative Management, Education and...

Journal of Administrative Management,

Education and Training (JAMET)

ISSN: 1823-6049 Volume (13), Issue (1), 2017, 101-113

Available online at http://www.jamet-my.org

Citation:

A.A.Ahmadi, M.Geramipoor, H.R.Homay.F, Investigating Chaushen Chen Perceived Risk Model in E-

Banking Services Customers - Case Study: Tehran State Bank Customers, Journal of Administrative

Management, Education and Training, Volume (13), Issue (1), 2017, pp. 101-113

http://www.jamet-my.org/

101

Investigating Chaushen Chen Perceived Risk Model in E-Banking Services Customers

Case Study: Tehran State Bank Customers

A.A.Ahmadi, M.Geramipoor, H.R.Homay.F

ABSTRACT This study aimed to study risk perception by customers in the banking industry have been

completed. This research is applied and descriptive - survey study. The sample was made up of

bank customers in the government in Tehran of which 390 customer’s multi-stage cluster random

sampling were selected as sample. In order to collect data in this study, a standard questionnaire

consists of 14 items in which the whole five-item Likert response based on had designed and tuned.

In addition, SPSS and LISREL software was used to perform the necessary analysis. Finally, the

results showed that the risk of psychological, financial, privacy, time and performance could

shape the overall risk perceived by clients of electronic banking. Among the components of

perceived risk as well as operational risk, financial, time, privacy and psychological importance

of the customer are the highest and lowest. It was also found gender client has no effect on the

perceived risk.

Keywords: electronic banking, customer perceived risk, ChauShen Chen model, state banks

Introduction

Today, human life is a key pillar of the economy. Our country has weak infrastructure in this area

that it can impact on the economy of the country. Subcategory banking and backbone of the

economy in each country due to the numerous advantages as well as the willingness of banks and

customers, e banking is to replace the traditional banking. However, due to infrastructure problems,

e banking is far from international standards. One of the main weaknesses in this area, the

discussion of risk can lead to financial losses banks and customers, leakage of information,

discrediting of electronic banking and the financial and banking system disorder in the

country. These risks mainly into two parts systemic risks and perceived risks are divided. Risks of

complex engineering system have been known as an interdisciplinary topic. Perceived risk has

personal, social and technology are closely related to the concept of individual concern. In larger

areas, perceived risks in the banking and economic issues as well as classified under the IT branch.

Information technology, the most foundations of civilization in the third millennium are considered

(Tagizade, 1385). Today in any organization is the acceptance and use of IT and everywhere about

the usefulness or necessity of the use of Internet, Intranet and Extranet is because the use of

information technology, wide transformation process facilitates administration, increase the

efficiency of human resources and management, increase the variety of products or services. It

improves quality and customer satisfaction in organizations to follow. Therefore, planners are

constantly involved in the decision to invest in risk reduction and acceptance and use of IT in their

organizations. In other words, adoption of information technology in private and public

Journal of Administrative Management, Education and Training (JAMET)

102

organizations can provide the proper arena for growth and development. [3] Development of

information technology as a strategic innovation, positive consequences in various economic areas

and communities and the operation of these technologies requires new business tools and

infrastructure for the development of economic processes. One of the most important indicators in

trade, banks. Banks with relatively close ties with the people, they play a key role in trade and

therefore are always trying to beat their rivals, to expand its services in terms of quality and

quantity. Login banks to large realm of information technology make it possible for them to provide

the jumps dramatically to provide and expand their services. They use information and

communication tools, every day, new practice to our customers and introduce them to the customer

faster and better get services they need. In fact, communication and information technologies to

help banks achieve customer-centric forever raised the slogan. Banking automation system with

proper training employees and customers, the opportunity given to banks while offering better

services, customer confidence in using e-banking system increased. Technology flow both in

banks, show concern, attention and a new view on economic and trade issues and consequently is

banking issues. It's not far-fetched that the contemporary world, especially in the economic sphere

convergent flow and diversity issues and in the international banking developments such as the

information revolution, the flow of capital, technology developments and organizational changes

been effective. As a general sense in the development of digital electronic banking, a banking

service and therefore it may be detailed knowledge and understanding of personal influence. The

concept of electronic banking and its performance, for many people is not yet fully known and why

the optimal utilization of investments for its development does not take place. In Iran a few years

to increase competition between banks and the need to provide new services to their customers,

discussion of electronic banking more than earned its place and the majority of banks operating in

the country have tried to provide some of its services electronically, upgrade their existing

customers and attract new customers to take action. Since this technology is still new in our country,

many aspects of this technology and its relationship with other factors affecting the banking

industry of Iran is in doubt. One of ambiguous points in the minds of decision-makers were banking

industry of Iran and still does not answer the scientific management, the perceived risk modeling

Iranian customers in electronic banking. Of course, if these factors are correctly identified and

determined, you can take the appropriate decisions and strategies, reduced customer risk and further

encouraged them to use electronic banking technology. The banking industry and society benefit

from the advantages of building with this explanation, the ultimate goal is to fill the lack of studies

in the banking industry of Iran. The lack of studies, include reviews, determining the difference as

well as demographic issues in terms of customer perception of risks in the use of electronic banking

services. According to the study, previous research in related areas, is evaluated as follows:

Hassanzadeh and Ostan (2015), a study entitled "Exploring the relationship between perceived risk

and modernity with e-banking client" did. The results of this study indicate the relationship

between perceived risk and novelty, and electronic banking. This means that the higher the

perceived risk less and modernity, more e-banking adoption [4]. In this study, the perceived risk

has not been studied. Heydarieh, Seyed Hossein and Shahabi (2013), a study entitled "Simulation

Technology Acceptance Model in Iran Banking System dynamics" in the bank being carried out.

103

The results showed that for the acceptance of electronic banking, informing and making people

aware is the first step towards electronic banking and its benefits as well as reduce resistance (to

get used to the traditional system). [6] Indicators the research studied as a model of technology

adoption is not complete. Hashemian et al (2012), a study entitled "Factors Affecting the Adoption

of electronic banking devices by consumers (survey on bank regulation)" and to identify factors

affecting the acceptance by customers of Saman Bank completed electronic banking instruments.

The results showed the usefulness of factors, compatibility, ease of use and facilitating conditions,

significant effect on the acceptance of e-banking tool that is four bank cards, phone banks, Internet

banking and mobile bank [7]. In this study, the effect of risk factors is not mentioned on the concept

of acceptance. Hassanzadeh, Melki and Eskandari (2011), a study titled "Mobile Banking has good

role model in using the successful experiences of other countries" accomplished. The results

showed that those monetary systems in the world have succeeded in their work of local markets

and with cooperation between industries have begun; therefore, the best way implement mobile

payment systems, cooperation and interaction between mobile operators and banks and financial

institutions. With such an interactive system that is created, the benefits of high penetration and

thus a broad audience of customers and mobile operators as well as the ability and financial support

and bank credit and financial institutions benefit and would be most effective. [5] In this study,

social factors such as perceived risk have not been studied. Bagheri, Hamid Beheshti and Alidusti

(2009), a study entitled "Iran's acceptance of electronic banking (extended Technology Acceptance

Model)" did. The findings of this research, a model developed at the reception Internet Banking

affirmed TAM. Significant effect on the perception of usefulness, the perception of ease of use and

confidence in the attitude towards using online banking became clear. In the meantime, the

perception of usefulness, two other factors have a stronger effect. [2] This study focuses solely on

TAM model that the model is not perfect in terms of addressing the factors acceptance of electronic

banking technology. Yaghobi and Shaker i(2008), a study entitled "Comparison of analytical

technology adoption models with an emphasis on internet banking adoption" did. The main purpose

of this article, a comparison of the three-model "theory of reasoned action", "Theory of Planned

Behavior" and the "technology acceptance" with an emphasis on Internet banking adoption. These

models are based on three criteria "ability to predict intends to use", "the explained variance of

intention to" and "overall fit models" were compared. Results LISREL structural equation modeling

and regression analysis in this study showed that all three criteria, the theory of planned behavior

compared to the other two models, the performance is better. [8] Alalwan et al (2016), a study

entitled "The versatility of customers with Mobile Banking: The Role of usefulness, ease of use,

risk perception and self-efficacy" did. The results showed that the intention of customers to use

online banking services and in particular along the banks, by the above-mentioned variables

including perceived risks by the customer, will be affected. [10] Martins et al (2014), the study

entitled "Understanding versatility with online banking: The role of perceived risk in the adoption

and use of technology" did. The results showed that the perceived risk of internet banking

customers, one of strong and significant predictor of intention to use this technology. [16] In three

studies before results cannot be obtained in a specific area extended to the whole topic of e-banking.

ChauShen Chen (2013), research on "perceived risk, frequency of use of mobile banking," and the

effects of the adoption and proliferation of mobile banking services, perceived risk, brand

awareness, brand image on the attitude and intention to use Mobile banking services are carried out


104

in Taiwan. One result of this research, a five-dimensional model of perceived risk customers

(financial, operational, temporal, psychological, privacy) was in banking. [11] Possible outcome

for ChauShen Chen at the level of native Iran e banking is not approved. Zhou (2011), a study

entitled "An empirical test of confidence in mobile banking" and to investigate the effect of trust

on the adoption of mobile banking users in China to carry out. The results showed that the structure

and quality assurance information, the main factors affecting reliability are primary so that the

quality of information and quality significantly affect the perceived usefulness. In addition, the

initial confidence had an impact on perceived usefulness and both factors are going to use to predict

mobile banking. [19] In this study, the effect of trust on perceived risk as well as the index of

perceived risk is not clear. Laukkanen and Kiviniemi (2010), a study entitled "The Role of

Information in Mobile Banking resistance" and to investigate the impact of information. In addition,

guidance provided by a bank on The Five Obstructions acceptance of mobile banking (usefulness,

value, risk, tradition and image) conducted in Finland. The results showed that the information and

advice provided by a bank, the highest significant impact on reducing barriers to hinder usefulness

and image, value and reduces risk, but does not have a significant effect on the barrier tradition.

[15] In this study, risk perception is not clear whether how to prevent being useful or not and reduce

the risk factors involved. Ko Koenig-Lewis, Palmer and Moll (2010) study entitled "Forecasts

stretch young customers to mobile banking" and to investigate the barriers to adoption of mobile

banking services carried out in Germany. The results showed that the compatibility, perceived

usefulness and risk indicators for the adoption of mobile banking are significant. Compatibility, in

addition to having a direct impact, the most important factor that preceded ease of use, usefulness

and credibility is perceived. As well, as trust and credibility are vital in reducing the perceived risk

in mobile banking. [13] In this study, only groups of young customers, especially in the field of

mobile banking has been investigated and be sure about its extension to other customers and other

sectors should be considered. Puschel, Mazzon and Hernandez (2010), a study entitled "E-banking:

Providing integrated framework for the intention of accepting "and aims to offer an integrated

model to assess the intention of mobile banking technology acceptance test carried out in Brazil.

Model of this study was successful in the case of non-users, about 69 percent of the dependent

variable (intended acceptance of electronic banking) account. As for the current users of mobile

banking, this model could explain only 27% of the variance in the dependent variable. [17] In this

study not specified how it intends to accept the relationship of perceived risk. Riquelme and Rios

(2010), a study entitled "moderating influence of gender in mobile banking adoption" and to test

the acceptance of mobile banking among the factors that can affect current users of Internet banking

and determine the moderating role of gender in these effects did. The study was conducted in

Singapore showed that the usefulness, social norms and social risks, the most effective factors that

are going to acceptance of mobile banking services. Easy to use, it has been shown effective in

women than men while the benefits associated with innovation have a stronger impact on the

perception of usefulness among men (than women). In addition, social norms, women more than

men on the adoption of mobile banking technology have been effective. [18] In this study, only

demographic topics, especially in mobile banking and in Singapore, examined the perceived risks

in the area of electronic banking Iran does not have the functionality you need. Crabbe et al (2009),

105

was titled "Model acceptance of mobile banking in Ghana" did. The results showed that social and

cultural factors in perceived credit, easing the situation, demographic factors, play a significant role

in the adoption of mobile banking. It also validates understanding and facilitate the situation, the

attitude towards technology are effective. [12] In this study, the sample cannot be reflecting the

results in Iran. Laforet and Li (2005), a study entitled "attitude of customers towards online and

mobile banking in China" and to assess the market situation online and mobile banking in China

did. The results of this study showed that online and mobile banking users in China are mostly men.

Which are not necessarily among the young and educated (e-banking users in the West see

results). As well as security issues, as a motivational factor for the acceptance of online banking

customers have been recognized. Also, the major obstacles to the adoption of mobile banking as

well as lack of awareness and understanding of the benefits provided by this type of banking

services was prepared [14]. The results locally acceptable and should be extended in the Iranian

community bank customers. Also in this study, the relationship between security and perceived risk

is not addressed. As previously stated, ChauShen Chenin 2013 in Taiwan to carry out highly

efficient management and the result of their work presented in the form of a comprehensive

conceptual model and this model is part of the perceived risk of customers in the banking industry,

respectively. He showed that customers' perceived risk in the banking industry has five main

dimensions are: financial risk, operational risk, risk, time, psychological risk and privacy risk [11].

He also conceptual model following the perceived risk of customers in the banking industry made:

Figure 1. Conceptual model [11]


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In the present study, we plan to model proposed by ChauShen Chen (2013) based on customer risk

perception and indigenous indicators for society and our mining customers Iranian banks and

somehow it's to develop and expand the banking industry. So consider two aspects to this research:

in the first experimental model, ChauShen Chen locally tested or examined, and in the second, the

perceived risk of customers using electronic banking services is studied. In addition, due to better

access to research, the study will be conducted in Tehran. To this aim, the basic question arises as

follows and we are seeking to offer appropriate answers to them:

1. Whether the factor structure (dimensions) ChauShen Chen model for risk assessment of

customers' perception of e-banking services approved?

In other words, it is a significant relationship between perceived risk and indicators.

2. The present situation index ChauShen Chenmodel (the perceived risk, there are significant

differences between the indicators and the effect of gender on the level of perceived risk) of e-

banking customers in the country?

Research method

The study, in terms of purpose, and applied the approach is descriptive-survey. The population of

this research, customers banks the government in Tehran that their number was unknown. The

sample of "multi-stage random cluster" Levy and Lemeshow so that different areas of Tehran as

the main clusters and sub-clusters as well as local subsidiaries were considered. [9] The five state-

owned banks in Tehran as the main clusters and from any bank with 10 branches were referred to

as sub-clusters. Finally, the sample size in this study, 390 patients were considered. The instrument

used in this study to obtain the required data from the population, it was a standard questionnaire

used in the study ChauShen Chen in 2013 and in an article about it was published. The

questionnaire, in addition to the basic general questions, home has 14 items to measure the

perceived risk in which the responses were based on the whole five-point Likert. In this study, we

tried to translate the questionnaire should be used. The overall structure of the questionnaire based

on different variables, as well as levels of reliability as Table 1.

Table 1. Stricture of Questionnaire Alpha classified

(The questionnaire) Reliability of

supplies

(The questionnaire)

Ordinal theta

Cronbach's

alpha

Related items Variable

0.924 0.91 0.822 0.815 1 - 3 Financial risk

0.814 0.824 4 & 5 Performance risk

0.793 0.803 6 - 8 Time risk

0.824 0.811 9 - 11 Mental risk

0.835 0.822 12 - 14 Privacy Risk

The values listed for the items that collect questionnaire data of sufficient reliability with a high

level of confidence. Since the scale is also questionnaire and the reliability of the alpha classified

and with the following formula where α signs Cronbach's alpha and Si is the average variance was

calculated: [1]

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In this study, to evaluate the model or construct validity, exploratory factor analysis, KMO and

Bartlett's test software as well as structural equation modeling software was used Lisrel that testifies

to the validation results of the test was to collect data. Also in the structural model, the path analysis

and confirmatory factor analysis software was used to Lisrel also be tested goodness of fit after

statistical analysis, as a result of this test was arbitrary. In order to check the validity of the

questionnaire content, the method of "formal validity" was used. For this purpose, a questionnaire

that its questions are based on ChauShen Chen model, the five were university professors and

banking expert and they were asked to give their opinion on the appropriateness of questions with

corresponding dimensions, in the form of options to fit perfectly, good, fair, poor and very poor

states of expression. After collecting the questionnaires, according to teachers and considering the

overall form of the questions raised by ChauShen Chen is necessary reforms were imposed on them.

Research findings

Demographic characteristics of respondents to the questionnaire in Table (2) shown.

Table 2. Demographic characteristics of respondents

Percent Frequency Property

63% 248 Male Gender

37% 142 Female

5% 21 Under 20 year Age

21% 81 20 to 30 years

30% 119 30 to 40 years

25% 96 40 to 50 years

14% 55 50 to 60 years

5% 18 Above 60 years

4% 15 below diploma Education

16% 63 Diploma

12% 47 Associate Degree

34% 133 Bachelor

28% 108 Masters

6% 24 P.H.D

Examine the factor structure of perceived risk ChauShen Chen model

In order to ensure the presence or absence of a causal relationship between independent and

dependent variables as well as the observed data fit structural equation modeling software used

Lisrel8.5 the results in graphs (2) and (3) is provided. Because in this section, output software

without additional changes, be sure to view the output software and to identify Abbreviations, latent

variables and observed, as Table 3 introduced.


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Table 3. Abbreviations variables Guide Index Question Symbol

Financial risk 1 to 3 Financial

Performance risk 4 to 5 Functional

Time risk 6 to 8 Time

Mental risk 9 to 11 Mental

Privacy Risk 12 to 14 Privacy

Figure 2. Measuring in standard mode

Figure 3. Model in significant measure

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As we know, if the T-Value or in other words the significance of each variable coefficients greater

than 1.96 and is smaller than the -1.96, the model was a good fit, or a reasonable approximation of

the society. Whatever the amount is greater than 1.96 (similar to the results in this study), is

significantly higher, moreover, also showed positive direct impact. In this study, using the central

limit theorem and p-p plot diagrams has proven that normal distribution of data and variables. The

correlation between variables was tested. So using the results of the structural model we can

examine the causal relationship between independent and dependent variables while

acknowledging ChauShen Chen structure and operating model, a significant relationship between

perceived risk and indicators we extract it.

Table 4 show summarizes the coefficients are statistically significant and the results.

Table 4. Results Factor analysis model

Check the status quo perceived risk ChauShen Chen model parameters

In the first step of this study is to review the status of indices ChauShen Chen model, the perceived

risk was examined. For single-sample t-test, analysis SPSS software was used.

The results in Table 5 are shown. Based on these results and taking into account the values of t, we

can say customers all indicators and finally the perceived risk positive and have found it more than

average.

Table 5. One-sample t test output Main indicators Test Value = 3

t test

Degrees of freedom

Significant mean difference

95 percent confidence level

Lower Higher

Financial risk 9.691 389 0.000 0.44789 0.3570 0.5387

Performance risk 10.295 389 0.000 0.52051 0.4211 0.6199

Time risk 7.998 389 0.000 0.37863 0.2856 0.4717

Mental risk 6.934 389 0.000 0.28547 0.2045 0.3664

Privacy Risk 5.741 389 0.000 0.28120 0.1849 0.3775

In the second step, there are significant differences between the components and sub-components

of risk perceived by the customer, was examined. To perform this test, Friedman ANOVA using

SPSS statistical software was used that results in Tables (6) and (7) is shown. The tables show the

components and sub-components of perceived risk by the customer there is a significant difference.

Also according to the severity of this variation, ratings of perceived risk in terms of customer

components and sub-components were identified.

Result

Standard

Significant

T-value There is a significant relationship between perceived risk and financial risk, based on the ChauShen Chen. 0.84 11.73 There is a significant relationship between perceived risk and operational risk based on ChauShen Chen. 0.85 11.12 There is a significant relationship between risk perception and time risk based on ChauShen Chen. 0.91 13.49

There is a significant rela tionship between perceived risk and psychological risk model based on ChauShen Chen. 0.98 6.23

There is a significant relationship between perceived risk and privacy risk based on ChauShen Chen..

0.82 13.23


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Table 6. The results of Friedman test for the main indicators Number 390

Chi-square 37.522

Degrees of freedom 4

Significant 0.000

Main indicators Average Rating Rank

Financial risk 3.17 2

Performance risk 3.30 1

Time risk 2.98 3

Mental risk 2.74 5

Privacy Risk 2.81 4

The results showed that among the components of perceived risk, operational risk, respectively,

financial, time, privacy and psychological importance of the customer are the highest and the

lowest.

Table 7. For the sub-criteria analysis of Friedman test Sub-criteria Average

Rating

Rank

Financial risk

Risks being blocked for the user account books 10.65 2

The risk of mistakes in working with electronic systems and create

financial loss

10.07 3

Negative attitude to the financial loss he believes the person and work

with electronic systems

10.70 1

Mental risk

Person feels uncomfortable while using the electronic banking services 11.26 1

Feeling anxious person when using e-banking services 10.55 2

Feel angry person when using e-banking services 10.07 3

Privacy Risk

Lack of security for personal data 10.56 1

Likely to steal personal account information by hacker 9.38 2

Time risk

Learning time to work with the electronic system 8.73 3

Time learning the laws governing electronic banking 10.30 1

Time on the use of electronic banking services 9.41 2

Performance

risk

Non-compliance expected performance electronic system with real performance

9.33 1

Poor performance of the electronic system during bank holidays 8.91 2

In the third step of the study, the effect of gender was evaluated on the level of perceived risk

customers. For this purpose, the independent t test was used in SPSS. The results in below Table 8

were shown.

Table 8. Two-groups independent t test output Levene's test T test for two independent groups

F Significant

t Degrees of

freedom

Significant

mean difference

The standard

error of

difference

95 percent confidence level

Lower Higher

0.607 0.441 0.152- 38 0.880 0.05425- 0.35770 0.77837- 0.66987

Due to the significant amount Levene test and independent t-test and assuming homogeneity of

variances, it can be concluded that the 95% confidence level (P> 0.5), gender had no significant

effect on the perceived risk customers.

111

Discussion and conclusion

In this study was to examine the factor structure (dimensions) ChauShen Chen model and approval,

a significant relationship between perceived risk and major indices were studied. Studies show that

between perceived risk and the five main criteria, including financial risk, operational risk, when

risk, psychological risk and privacy risk, based on the relationship ChauShen Chen and there is a

significant and obtained the other hand, significant numbers are positive, all are direct effects. Thus,

the factor structure of the model is confirmed ChauShen Chen. The results of the investigation

Hassanzadeh and Ostan (2015), Martins et al. (2014) and Alalwan et al (2016) it showed that

perceived risk for clients in the field of electronic banking has significant impact on their use of e-

banking services, was consistent. The results also Hashemian et al (2012) were the same. The study

showed that the five components of perceived risk ChauShen Chen (2013) that involve risks

financial, operational, time, is private and mental significant impact on the customer's e-banking

services in Iran. In this respect, the findings of this study confirmed the results ChauShen Chen.

The effect of risk perceived performance results with the results of research and Akturan and

Tezcan (2012) were consistent and showed that the risk of cognitive function has significant impact

on customer attitudes towards electronic banking. More research was to examine the status of

indices ChauShen Chen model. The reviews so far no scholar about the risks perceived by

customers do not use e-banking services and as an innovation and new ideas were considered in

this study to more results on the Iranian customer community close to the practical results. More

research was to examine the status of indices ChauShen Chen model. The reviews so far by any

researcher in the perceived risk of customers do not use e-banking services and as an innovation

and new ideas were considered in this study to more results on the Iranian customer community

close to the practical results. To conduct the study, three steps were considered the first step was to

examine the perceived risk among customers. Investigation showed that the customers' perceived

risk of financial risk indicators, functional, temporal, and psychological and privacy, and ultimately

the perceived risk, at 95% higher than average. Next, there is a significant difference between the

main indicators of perceived risk and its sub-indices were examined in view of customers. The

results showed that there is a significant difference among the main indicators of the customer's

perceived risk and the risk of operational, financial, temporal, and psychological privacy are the

most and least important. The following customers' perceived risk indicators were ranked as

follows:

Performance Risk:

The electronic system expected performance of non-compliance with actual performance

The poor performance of the electronic system during bank holidays

Financial risks:

The negative attitude to the financial loss he believes the person and work with electronic systems

Risk blocked for the user account books

The risk of mistakes in working with electronic systems and create financial loss

Time Risk:

1 time learning the laws governing electronic banking


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Time on the use of electronic banking services

Learning takes time to work with the electronic system

Privacy risk:

The lack of security for personal data

The personal account information stolen by hackers

Psychological risks:

1 Person feel uncomfortable while using the electronic banking services

The person feels anxiety when using e-banking services

Feel angry person when using e-banking services

According to the results of research and enhance the level of public acceptance of the society about

electronic banking services and the following suggestions are offered to senior managers in the

industry:

The focus should be on reducing the perceived risks in the area of operational risk, financial

risk, and risk is when the banking industry.

E-banking systems are designed in such a way that operational risks such as system failure

during the transaction, during bank holidays or during peak system performance and service

requests to the least extent possible.

Learn the proper use of electronic banking tools, focusing on lower levels of perceived risk,

especially students from an early age children should be provided.

In all bank branches, people to guide and educate customers on how to use e-banking services

to be applied.

Using mass media such as television, radio, newspapers, etc., culture appropriate concerning the

benefits and positive impact on society accepts the use of e-banking services.

For customers, the use of electronic banking services and non-financial incentives and applied

design.

Advertising and culture, further reducing costs time and money as well as reducing security

risks is caused by the use of electronic banking services be emphasized. Based on the experiences

gained in the process of library studies, surveys and compiling the study and also taking into

account the limitations of the study, future researchers offered two suggestions below:

Due to the limitations of the study, it is suggested that research be undertaken in other provinces

and city in the country.

It is recommended to reduce the risk of issues regarding the factors affecting customer

perception and guidelines for proper use of these agents in the banking industry, and in this area is

considered.

113

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540.

ALI AKBAR AHMADI, Faculty Member, Public Administration Department, Payam-e-Noor

University, Iran

MASOUD, GERAMIPOOR, Faculty Member, Psychology and Educational Sciences Department,

University of Kharazmi, Iran

HAMID REZA HOMAY FAR, MA student, Information Technology Management, Payam-e-Noor

University, Iran

Corresponding Author

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