Factors affecting customer confidence in using E-banking

Abstract

The aim of the present study is to identify and prioritize the factors affecting the level of customer confidence and attracting customers in electronic services. The study is statistically descriptive research with applied purposes. We used questionnaires to collect the data. The sample data were collected from different branches of City (Shahr) Bank and Tejarat Bank in Tehran, Iran. A total number of 10 factors affecting customer confidence were identified and surveyed. Factors such as predictability, security, bank reputation, ability and benevolence are the top factors to build confidence in customers in using electronic services.