The Impact of Advertising to Attract Customers in E-Banking Services A Case Study of the Branches of Melli Bank in West of Mazandaran Province-Iran

• Published in: Kuwait chapter of Arabian journal of business & management review Vol. 5; no. 12; pp. 91 - 100
• Main Authors: Goleijani , Pantea, Gilaninia , Shahram, Taleghani , Mohammad
• Format: Journal Article
• Language: English
• Published: Kuwait - Kuwait American University 01.08.2016; Sohar University, Oman and American University of Kuwait
• Subjects: ADVERTISING; BANKING; Banking industry; BANKS; Branch banking; Brochures; BUSINESS SERVICES; Case studies; Communication; Competitive advantage; Cronbach's alpha; CUSTOMERS; Dependent variables; Electronic banking; Hypotheses; Internet; IRAN; Mobile commerce; Performance evaluation; Questionnaires; Radio advertising; SALES PROMOTION; SERVICE INDUSTRIES; Software; Studies; Telephone banking; Variables; إيران; الإعلان التجاري; البنوك; الخدمات التجارية; العلوم المصرفية; العملاء; ترويج المبيعات; صناعة الخدمات; Iran
• ISSN: 2224-8358; 2224-8358
• DOI: 10.12816/0028283

Nowadays, concerning the competitive atmosphere which governs the banks regarding e-services, using advertisement to introduce services has a significant role in inspiring and motivating customers in using products and services and consequently attracting them to use their e-services. In other words, if the banks wish to evaluate the efficiency of their advertisement on the customers, they can perform better in future which is a distinctive competence for the banks. In this regard, there have been various researches throughout the country which merely investigated the effective factors in advertising or the advertising facilities. The present study was conducted on the customers of the branches of Melli Bank in west of Mazandaran province, aiming to answer whether advertisement has caused any improve in the customers' attraction to use the branches of Melli Bank e-services, such as mobile banking, telephone banking, internet banking, shopping centers' POS (Point of Sale), and ATM (Automated Teller Machine), and if they are effective, the effect of which ones (television advertisement, radio advertisement, catalogues and brochures, press or oral advertising) are more considerable. The present research is an applied research which has gathered the questionnaires regarding the feedbacks of the customers of the branches of Melli Bank in west of Mazandaran province using library sources, bank data and the viewpoints of the related experts. The SPSS and regression were used to analyze the options of the questionnaires and to determine the effects of advertising elements and communication media and ultimately the effect of advertising on the attraction of the customers to the e-banking services. Moreover, the communication media was investigated and the most influential method of advertising was introduced. Finally, while the research hypotheses were investigated, this study concludes with suggestions for further research.