Investigating the effects of Smart technology on Dynamic customers and customer experience in Melli Bank (Case Study: Customers of Bam System in Tehran)

Abstract

One of the main concerns of managers in banks is the use of modern banking services by their customers and their participation in benefiting from the capacity created in this area. In this regard, this research seeks to study the impact of smart technology on dynamic customers and customers experience at the Melli Bank of Iran, and has studied one of the most advanced banking technologies called Bam systems. The research method is applied in terms of purpose and descriptive survey method. The realm of this research was 1397, which is almost two years since the launch of new service of the Melli Bank. The statistical population of the research is 400 clients of the Melli Bank who use the banking system of bank services. Finally, form 399 customers who used the Bam system in Tehran had received a correct questionnaire. The data gathering tool was a questionnaire and the technique of evaluation of structural equation analysis and factor analysis and linear regression were used to analyze the data. The software used was SPSS and AMOS. Finally, from the seven hypotheses examined, six hypotheses were confirmed. The results of the research indicate that Dynamic customers depends on customer participation customer participation depends on customer customer behavioral intentions and customer participation depends on customers commitment to the Melli Bank Bam system usage. consequently, dynamic customer’s behavioral intentions is not the usage of Bam system. At the end of article some suggestions has been proposed for the future researches.