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ارائه مدل کیفیت خدمات مبتنی برفناوری‌های الکترونیکی درک شده از سوی مصرف کننده آسیب‌پذیر در صنعت بانکداری | ||
| مطالعات اجتماعی روان شناختی زنان | ||
| مقاله 5، دوره 18، شماره 4 - شماره پیاپی 65، دی 1399، صفحه 163-200 اصل مقاله (656.18 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/jwsps.2021.33400.2309 | ||
| نویسندگان | ||
| مهتاب میرزایی فر1؛ محمد علی عبدالوند* 2؛ کامبیز حیدرزاده هنزایی3؛ محسن خون سیاوش4 | ||
| 1دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی ، تهران، M.mirzaeifar@srbiau.ac.ir | ||
| 2ویسنده مسئول: استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهرانabdolvand_ma@yahoo.com | ||
| 3دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران kambizheidarzadeh@yahoo.com | ||
| 4استادیار گروه ریاضی و آمار، دانشکده مدیریت و حسابداری، واحد قزوین، دانشگاه آزاد اسلامی، قزوین siavash@qiau.ac.ir | ||
| چکیده | ||
| در این پژوهش با رویکردی پدیدار شناختی بدنبال بررسی و بازسازی الگوی کیفیت ارائه خدمات خودخدمت بانکی و جنبه های ناپیدای آن و کاهش آسیب و ضرر وارده به مصرف کنندگانی که پتانسیل آسیب پذیری را دارند در شرایط بروز کرونا می باشیم. این پژوهش با مبنا قراردادن تئوری های موجود در این زمینه و سپس تمرکز بر تجربه زیسته افراد سعی در شناسایی ابعاد ، پیشایندها و در نهایت پیامدهای متأثر از پدیده در قالب یک الگو را دارد. برای گردآوری داده ها از 25مصاحبه نیمه ساختار یافته که افراد از طریق روش نمونه گیری گوله برفی در کلان شهر تهران انتخاب شده اند استفاده شد. در مرحله تحلیل از طریق فرآیند مقایسه مستمر داده ها و کدگذاری و هم چنین تحلیل محتوای رابطه ای ، مفاهیم، مقوله ها و مضمون ها سازمان دهی شده اند. تجزیه و تحلیل داده ها نشان داد کیفیت این خدمات دارای ابعاد کارایی ، کامل بودن اجرا، سهولت استفاده و دسترسی، پاسخگویی، تضمین کیفیت، اطلاعات ، جذابیت استفاده، امنیت، کنش های احساسی و ارزش کاربردی می باشد هم چنین پیشایندهای موثر بر این پدیده شامل تجربه قبلی، ارتباطات شفاهی، شهرت سازمان، مشارکت مشتری، تصویر قبلی، سنت گرایی و مسئولیت اجتماعی بوده و پیامدهای متاثر از این پدیده شامل رضایت و مقاصد رفتاری می باشد. این مطالعه با بکارگیری روش کیفی، یکی از مطالعات اولیه در زمینه درک زنان سالمند از کیفیت خدمات الکترونیک بانکی است و برخی مقوله های بدست آمده در مطالعات پیشین به آنها اشاره ای نشده است. | ||
| کلیدواژه‌ها | ||
| کیفیت خدمات تکنولوژی های خود خدمت الکترونیک بانکی؛ مصرف کننده آسیب پذیر؛ پدیدارشناسانه | ||
| عنوان مقاله [English] | ||
| Providing a Service Quality Model Based on Self-Service Electronic Technologies Perceived by Vulnerable Consumers in The Banking Industry | ||
| نویسندگان [English] | ||
| Mahtab Mirzaeifar1؛ Mohammad ali Abdolvand2؛ Kambiz Heidarzadeh Hanzaee3؛ Mohsen Khounsiavash4 | ||
| 1Ph.D. Student of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran. M.mirzaeifar@srbiau.ac | ||
| 2Assistant Professor, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran. Corresponding Author: abdolvand_ma@yahoo.com | ||
| 3Associate Professor, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran. kambizheidarzadeh@yahoo.com | ||
| 4Assistant Professor, Faculty of Management and Accounting Engineering, Qazvin Islamic Azad University, Qazvin, Iran. siavash@qiau.ac.ir | ||
| چکیده [English] | ||
| 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. Keywords Quality of electronic banking services, Vulnerable consumer, Phenomenology. . Introduction Competitive environment requires companies to adopt a variety of strategies to cope with. Recent scientific and technological advances have made the market even more competitive for goods and services quality improvement (Rahnavard & Abbaspour, 2014). Moreover, history witnesses an unprecedented technological change in our lives more than at any time in the past, and these changes put more pressure on consumers (Bennett & Maton, 2010). In this competitive age, not only should service providers seek key features and apply them in their products and services, but they should also monitor the changes in consumers’ needs and the position of their products constantly (Tabatabaeenasab & Ebrahimpour, 2015). A group of factors is found to affect individuals attitudes to accept E-banking such as self-service technologies, (Chaouali & El Hedhli, 2019; Chauhan et al., 2019) demographic variables (Chawla & Joshi, 2017, 2018), subjective norms (Ting et al., 2016), the impact of oral advertisement (Mehrad & Mohammadi, 2016), electronic service (Ayo et al., 2016), etc. The banking sector is losing consumers’ trust which needs to be restored. Financial markets are also fraught with challenges with consumers especially the disruptive social conditions that cause widespread complications for everyone (Clifton, Fernández-Gutiérrez & Olalla, 2017). Furthermore, the potential damage to customers is quite high in this industry as customers may lose all their major assets (Ramsay, 2000). Thus, the financial behavior, determining whether vulnerable consumers like elderlies and people with disabilities, who may perceive themselves at lower socioeconomic status, are susceptible to behavioral biases and therefore less likely to profit in the electronic communication market, must be considered (Lunn & Lyons, 2010). Due to the need to identify different categories of users of electronic services in the current situation (the Coronavirus pandemic) and the inevitability of banking activities, vulnerable groups like female elderlies who are prevented from attending communities need higher attention. Research Objectives This research aims to provide a detailed understanding of the needs and criticisms of vulnerable users and to investigate the precedents, consequences, and components of E-banking services. In addition, it tends to apply the findings to propose a model to reduce the damages. Methodology The present study was conducted using a qualitative approach and phenomenological method. Data collection was carried out by in-depth interviews. The population of the study was selected using the snowball sampling method. Data analysis of this research based on Strauss and Corbin instructions includes three main stages of open coding, axial coding, and selective coding. Finally, the theory of qualitative model research is expressed. Results Based on the data encoded from 25 interviews, some participants approved the theoretical findings of the quality of self-service E-banking. We also achieved the main influential concepts including traditionalism, and commitment. Concerning the dimension of self-service E-banking service, we have identified emotional actions and practical value as a new dimension to fill the gap in previous researches and provide the basis for future researches. The attractiveness dimension which was found in most online shopping studies was also found to be a self-service E-banking parameter, which is considered as one of the innovations of this study. The remaining components are supported by the literature and previous model. Discussion Given the rapid growth of technology and its application in people's daily lives and increasing competition in this field, identifying different types of behavior in customers and consumers and analyzing their psychological perception of quality leads to more effective marketing strategies. Since such services are designed for public use and the means of providing them are the same, it is important to consider the needs of customers who are more vulnerable to expand the use of these services. This is even more important since community health is at risk because of the Covid-19 pandemic and it makes it even more stressful for elderlies. References Afshari, Z., & Rarmezani, F. (2006). Information Technology and Women's Employment. Journal of Women's Social and Psychological Studies, 1(1), 23-36. [Text In Persian] AL-hawary, S., Ibraheem, Sh., & Al-smeran, W. F. (2017). Impact of Electronic Service Quality on Customers Satisfaction of Islamic Banks in Jordan. International Journal of Academic Research in Accounting, Finance and Management Sciences, 7(1) , 170-188. Anderson, L., Mathras, D., J. Caselli, R. M., Kennedy, D., & L. Ostrom, A.(2013). The Effects of Consumer Vulnerability on Service Evaluations and Wellbeing Outcomes. Advances in Consumer Research , 41, 206-201. Bennett, S. J., & Maton, K. (2010). Beyond the 'digital natives' debate: towards a more nuanced understanding of students' technology experiences. Journal of Computer Assisted Learning, 26 (5), 321-331. Berg, L . (2015). Consumer vulnerability: are older people more vulnerable as consumers than others?. International Journal of Consumer Studies. Brenkert, G. G. (1998). Marketing and the Vulnerable. Business Ethics Quarterly: The Ruffin Series, 1, 7-20. Cartwright, p. (2015). Understanding and Protecting Vulnerable Financial Consumers. J Consum Policy.38(2), 119-138. Chaouali, W., & El Hedhli, K. (2019). Toward a contagion-based model of mobile banking adoption. International Journal of Bank Marketing. Chawla, D., & Joshi, H. (2018). The moderating effect of demographic variables on mobile banking adoption: an empirical investigation. Global Business Review, 19(3_suppl), S90-S113. Chawla, D., & Joshi, H. (2017). High versus low consumer attitude and intention towards adoption of mobile banking in India: An empirical study. Vision, 21(4), 410-424. Clifton, J., Fernández-Gutiérrez, M., & Garcia-Olalla, M. ( 2017) . Including vulnerable groups in financial services insights from consumer satisfaction. Journal of Economic Policy Reform, 20(3), 214-237. Dunnett, S., Hamilton, K., & Piacentini, M. (2016). Consumer vulnerability: introduction to the special issue. Journal of marketing management, 32(3–4), 207–210. Garín-Munoz, T., Lopez, R., Perez-Amaral, T., Herguera, I., & Valarezo, A. (2017). Models for individual adoption of eCommerce, eBanking and eGovernment ~ in Spain. Telecommunications Policy ,43(1), 100-111. Georg, M., Graham, C., & Lennard, L. (2013), Consumer Vulnerability – Mainstream, not Marginal . Centre for Consumers and Essential Services , 16-1. Glaser, B. G. & Strauss, A. L. (1967). The discovery of grounded theory, Aldine Publishing Company. Chicago. Hill, R. P., & Sharma, E. (2020). Consumer Vulnerability. Journal Of Consumer Psychology, 30(3), 551-570. Iqbal, M. S., Hassan, M., & Habibah, U. (2018). Impact of self-service technology (SST) service quality on customer loyalty and behavioral intention: The mediating role of customer satisfaction. Cogent Business & Management, 5(1). [Text In Persian] Kermani, M., Noghanidokht Bahmani, M., & Baradaran Kashani, Z. (2018).Qualitative Meta-Analysis of Two Decades of Research on the Empowerment of Rural and Urban Women in Iran. Journal of Women's Social and Psychological Studies, 16(2). [Text In Persian] Kim, K., Gollamudi, S., & Steinhubl, S. (2017). Digital technology to enable aging in place. Experimental Gerontology, 88, 25-31. Lotfi, F., & Ghafari, L. (2008). Gender Differences In Incentives Of Electronic Shopping.Journal of Women's Social and Psychological Studies, 6(1), 7-33. [Text In Persian] Lunn, P., & Lyons, S. (2010). Behavioural economics and “vulnerable consumers”: a summary of evidence. London: Communications Consumer Panel. Malkovich, S. D., & Jelena. Katušić , G. (2015). Service Quality Measurement in Croatian Banking Sector: Application of SERVQUAL Model. Management international conference portoroz, Slovenia. Mehrad, D., & Mohammadi, Sh. (2016). Word of Mouth Impact on the Adoption of Mobile Banking in Iran. Telematics & Informatics, 34(7). [Text in Persian] Mohammadpour, A. (2014). Qualitative Research Method counter method 2, Second Edition, Tehran: Jameeshenaasan. [Text in Persian] Movahed, M., Hoseini, M. (2017). Exploring the Middle-aged women's strategies to deal with aging and age-related physical changes. Journal of Women's Social and Psychological Studies, 14(4), 7-42. [Text In Persion] Mun Yee, C., Chong Ket Yin, E., Sin Yee, K., Kok Wei, L., & Fatt, Y. W. (2015). Barriers Of Mobile Commerce Adoption Among Generation X In Malaysia. Bachelor Of Commerce (HONS) Accounting. University Tunku Abdul Rahman. Nunan, D., & Di Domenico, M. (2019). Older consumers, digital marketing, and public policy: A review and research agenda. Journal of Public Policy & Marketing, 38(4), 469-483. Oni, A. A., Adewoye, O. J., & Eweoya, I. O. (2016). E-banking users’ behaviour: e-service quality, attitude, and customer satisfaction. International Journal of Bank Marketing. Rahnavard, F., & Abbaspour, B. (2014). A QFD Application in Satisfying Customers' Exceptions in Higher Education. Management Studies, 11(42), 209-222. [Text in Persian] Ramsay, I. (2000). Access to credit in the alternative consumer credit market. The Office.. Rosenbaum, M. S., Guttmann, T. S., & Giraldo, M. (2017). commentary: Vulnerable Consumers in Service Settings. Journal of Services Marketing, 31(3), 1-10. Salomonson, E., & Salomonson, N. (2019). Consumer vulnerability during mobility service interactions: causes, forms and coping. Journal of Marketing Management, 35(3–4), 364–389. Santos, J .(2003). E-service quality: a model of virtual service quality dimentions: managing service Quality. Journal of Service Theory and Practice, 13(3), 233-246. Shi, H. Y., Jing, F. J., Yang, Y., & Nguyen, B. (2017). The concept of consumer vulnerability: Scale development and validation. International Journal of Consumer Studies, 41(6), 769-777. Shivani Sothi, R., Lee, H., & Gledhill, A. (2019). Identifying and Responding to Consumer Vulnerability. Intergovernmental Group of Experts on Consumer Law and Policy (IGE Consumer). Shokri, E., Heydarzadeh Hanzaei, K., & Zaboli, R. (2017). A Phenomenological Approach toward Women' s Tendency to Online Shopping. Journal of Women's Social and Psychological Studies, 15(3), 69-100. [Text In Persian] Tabatabaeenasab, M., & Ebrahimpour, M. (2015). Designing Products by Integrating Kano and QFD Models Using TOPSIS: A Case Study of Cell-Phone, Innovation Management, 3(3) ,121-144. [Text in Persian] Teddlie, C., & Tashakori, A. (2017). Foundations of mixed methods research: integrating quantitative, Tehran, Jahad daneshgahi. [Text In Persian] Ting, H., Yacob, Y., Liew, L., & Lau, W. M. (2016). Intention to use mobile payment system: A case of developing market by ethnicity. Procedia-Social and Behavioral Sciences, 224, 368-375. Yaseen,S. G., & El Qirem, I. A. (2018). Intention to use e-banking services in the Jordanian commercial banks. International Journal of Bank Marketing, 36(1), 557-571. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. | ||
| کلیدواژه‌ها [English] | ||
| The quality of electronic bank self-service technologies, vulnerable consumer, phenomenological | ||
| مراجع | ||
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Afshari, Z., & Rarmezani, F. (2006). Information Technology and Women's Employment. Journal of Women's Social and Psychological Studies, 1(1), 23-36. [Text In Persian]
AL-hawary, S., Ibraheem, Sh., & Al-smeran, W. F. (2017). Impact of Electronic Service Quality on Customers Satisfaction of Islamic Banks in Jordan. International Journal of Academic Research in Accounting, Finance and Management Sciences, 7(1) , 170-188.
Anderson, L., Mathras, D., J. Caselli, R. M., Kennedy, D., & L. Ostrom, A.(2013). The Effects of Consumer Vulnerability on Service Evaluations and Wellbeing Outcomes. Advances in Consumer Research , 41, 206-201.
Bennett, S. J., & Maton, K. (2010). Beyond the 'digital natives' debate: towards a more nuanced understanding of students' technology experiences. Journal of Computer Assisted Learning, 26 (5), 321-331.
Berg, L . (2015). Consumer vulnerability: are older people more vulnerable as consumers than others?. International Journal of Consumer Studies.
Brenkert, G. G. (1998). Marketing and the Vulnerable. Business Ethics Quarterly: The Ruffin Series, 1, 7-20.
Cartwright, p. (2015). Understanding and Protecting Vulnerable Financial Consumers. J Consum Policy.38(2), 119-138.
Chaouali, W., & El Hedhli, K. (2019). Toward a contagion-based model of mobile banking adoption. International Journal of Bank Marketing.
Chawla, D., & Joshi, H. (2018). The moderating effect of demographic variables on mobile banking adoption: an empirical investigation. Global Business Review, 19(3_suppl), S90-S113.
Chawla, D., & Joshi, H. (2017). High versus low consumer attitude and intention towards adoption of mobile banking in India: An empirical study. Vision, 21(4), 410-424.
Clifton, J., Fernández-Gutiérrez, M., & Garcia-Olalla, M. ( 2017) . Including vulnerable groups in financial services insights from consumer satisfaction. Journal of Economic Policy Reform, 20(3), 214-237.
Dunnett, S., Hamilton, K., & Piacentini, M. (2016). Consumer vulnerability: introduction to the special issue. Journal of marketing management, 32(3–4), 207–210.
Garín-Munoz, T., Lopez, R., Perez-Amaral, T., Herguera, I., & Valarezo, A. (2017). Models for individual adoption of eCommerce, eBanking and eGovernment ~ in Spain. Telecommunications Policy ,43(1), 100-111.
Georg, M., Graham, C., & Lennard, L. (2013), Consumer Vulnerability – Mainstream, not Marginal . Centre for Consumers and Essential Services , 16-1.
Glaser, B. G. & Strauss, A. L. (1967). The discovery of grounded theory, Aldine Publishing Company. Chicago.
Hill, R. P., & Sharma, E. (2020). Consumer Vulnerability. Journal Of Consumer Psychology, 30(3), 551-570.
Iqbal, M. S., Hassan, M., & Habibah, U. (2018). Impact of self-service technology (SST) service quality on customer loyalty and behavioral intention: The mediating role of customer satisfaction. Cogent Business & Management, 5(1). [Text In Persian]
Kermani, M., Noghanidokht Bahmani, M., & Baradaran Kashani, Z. (2018).Qualitative Meta-Analysis of Two Decades of Research on the Empowerment of Rural and Urban Women in Iran. Journal of Women's Social and Psychological Studies, 16(2). [Text In Persian]
Kim, K., Gollamudi, S., & Steinhubl, S. (2017). Digital technology to enable aging in place. Experimental Gerontology, 88, 25-31.
Lotfi, F., & Ghafari, L. (2008). Gender Differences In Incentives Of Electronic Shopping.Journal of Women's Social and Psychological Studies, 6(1), 7-33. [Text In Persian]
Lunn, P., & Lyons, S. (2010). Behavioural economics and “vulnerable consumers”: a summary of evidence. London: Communications Consumer Panel.
Malkovich, S. D., & Jelena. Katušić , G. (2015). Service Quality Measurement in Croatian Banking Sector: Application of SERVQUAL Model. Management international conference portoroz, Slovenia.
Mehrad, D., & Mohammadi, Sh. (2016). Word of Mouth Impact on the Adoption of Mobile Banking in Iran. Telematics & Informatics, 34(7). [Text in Persian]
Mohammadpour, A. (2014). Qualitative Research Method counter method 2, Second Edition, Tehran: Jameeshenaasan. [Text in Persian]
Movahed, M., Hoseini, M. (2017). Exploring the Middle-aged women's strategies to deal with aging and age-related physical changes. Journal of Women's Social and Psychological Studies, 14(4), 7-42. [Text In Persion]
Mun Yee, C., Chong Ket Yin, E., Sin Yee, K., Kok Wei, L., & Fatt, Y. W. (2015). Barriers Of Mobile Commerce Adoption Among Generation X In Malaysia. Bachelor Of Commerce (HONS) Accounting. University Tunku Abdul Rahman.
Nunan, D., & Di Domenico, M. (2019). Older consumers, digital marketing, and public policy: A review and research agenda. Journal of Public Policy & Marketing, 38(4), 469-483.
Oni, A. A., Adewoye, O. J., & Eweoya, I. O. (2016). E-banking users’ behaviour: e-service quality, attitude, and customer satisfaction. International Journal of Bank Marketing.
Rahnavard, F., & Abbaspour, B. (2014). A QFD Application in Satisfying Customers' Exceptions in Higher Education. Management Studies, 11(42), 209-222. [Text in Persian]
Ramsay, I. (2000). Access to credit in the alternative consumer credit market. The Office..
Rosenbaum, M. S., Guttmann, T. S., & Giraldo, M. (2017). commentary: Vulnerable Consumers in Service Settings. Journal of Services Marketing, 31(3), 1-10.
Salomonson, E., & Salomonson, N. (2019). Consumer vulnerability during mobility service interactions: causes, forms and coping. Journal of Marketing Management, 35(3–4), 364–389.
Santos, J .(2003). E-service quality: a model of virtual service quality dimentions: managing service Quality. Journal of Service Theory and Practice, 13(3), 233-246.
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