بخشی از متن فایل word مقاله Perception of banks’ employees toward e-banking implementation A comparison study :
محل انتشار: پنجمین کنفرانس ملی مهندسی صنایع
Firouzeh Afrouz – Firouzeh .Afrouz, MSc student of Marketing and Ecommerce , Tarbiat Modaress University , Tehran , Joint by Lulea University of Technology , Sweden
Aghdasi – Mohammad Aghdasi, PhD, Associated Professor with I.E Dept., Engineering School, Tarbiat Modaress University , Tehran , Iran
Emergence of IS in banking industry is growing rapidly. In Iran as a developing country with high interest on developing use of IT on different businesses specially in banking industry, usage of Information Technology has been increased considerably but functional aspects in transmission process to e-banking seems to be neglected while technological aspects has highly been spread. The study is trying to enlighten Iranian workforce perception about implementation of e-banking in banking industry with the hope that such an attempt provides ground for more attentions on functional aspects of service quality in e-banking approach by bank managements. Models used to study attitudes and perceptions in psycho –sociological domain has been implemented to study banks employees’ perceptions about implementation of e-banking in Iranian banks .The constructs introduced in Decomposed Theory of Planned Behavior has been examined among four Iranian banks (Two private and two governmental banks). The results show that perceived relative advantages and self efficacy of the employees are significant belief constructs as predictors of behavioral intention of the bank employees in both group of banks while in private banks complexity of transmission is considered as effective construct and in governmental banks pressure, expectations or interest of important referees are important and effective too.