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Asian Journal of Research in Banking and Finance
Year : 2012, Volume : 2, Issue : 9
First page : ( 1) Last page : ( 16)
Print ISSN : 0000-0000. Online ISSN : 2249-7323.

Identifying and ranking the factors influencing the adoption of atm services by customers (Case study: State and private banks of Iran)

Torabi Mostafa

Faculty of Management, and Accounting, Department of Industrial Management, Allame Tabataba i’ University, Tehran, Iran

Lecturer, Department of Industrial Management, Shahre-Rey Branch, Islamic Azad University, Tehran, Iran

Online published on 7 September, 2012.

Abstract

This study intends to identify the factors influencing the Adoption of ATM Services (Automated Teller Machines), using a model designed according to Technology Acceptance Model and Diffusion of Technology Theory, and localized through the opinions of the banking experts. This model classifies the factors influencing the adoption of mobile ATM services into the three characteristics: banking technology, psychological characteristics and demographic characteristics. The features of ATM technology include compatibility, usefulness, complexity, trial ability, perceived risk, and cost; psychological characteristics of ATM services user include social character, attitude toward change, risk taking; demographic characteristics include gender, age, and marital status, level of education, occupation status and annual income. In this study, using a combination of Technology Acceptance Models and localizing them for the Iranian state and private banks, we presented a new and operational model for the adoption of ATM services, and put the findings, along with operational suggestions, at the disposal of the bank managers in different areas such as marketing. In this research, using a descriptive-survey method, we investigated a sample consisting of 550 people including 300 ATM service-adopters and 250 non adopters, and using descriptive and inferential statistics we examined the factors influencing the adoption of services. According to the findings of the research, from among the features of ATM technology in order of preference, compatibility variables, cost, usefulness and trial ability influence service adoption, while complexity and perceived risk have little impact on adopting ATM services. From among the psychological features in order of preference, risk-taking and attitude toward change are the factors influencing the adoption of ATM services, while the social class has little impact on the adoption of ATM services. As for demographic factors, gender is effective in adopting ATM services, and marital status has little impact on adopting this type of service.

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Keywords

Information Technology, Electronic Commerce, Electronic Services, Electronic Banking, ATM.

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