خلاصة:
Mobile banking is a facility that has been provided in many countries. This type of payment is attracting attention due to ease of use, universal accessibility, rapid access to mobile phones, and people's permanent use of them. On the other hand, strategic planning in the private sector has developed today. Strategic planning approaches formulated in the private sector can assist private and non-profit organizations as well as communities and other institutions. Private banks are also one of these private organizations. Furthermore, there are many concerns regarding the impact of mobile banking and electronic service delivery on customer acceptance. In this research, acceptance is defined in terms of parameters such as usage, availability, speed, and security, which depend on individual characteristics including gender, age, income, education level, internet usage, attention to advertising, and finally, the level of individual risk-taking. The main goal of this article is to discover the relationships between the level of mobile banking service acceptance and individual differences, which will lead to determining banking strategies aimed at attracting customers with higher potential. The data required for the article were collected by questioning users of mobile banking services in private banks in Iran and through the experiences of managers in the country's management and planning organizations. For data analysis, intelligent data mining methods and decision trees were used. The research findings show that the factor of customer risk-taking has a significant impact on the acceptance of mobile banking services.
ملخص الجهاز:
In the present research, acceptance is defined in the form of parameters such as usage, availability, speed, and security, which are dependent on individual characteristics including gender, age, income, education level, internet usage, attention to advertising, and finally, the level of risk-taking of individuals.
The main goal in this article is to discover the relationships between the level of acceptance of mobile banking services and individual differences, which will lead to determining banking strategies to attract customers with higher potential.
It is worth mentioning that in this research, the statistical population is limited to all customers of Iranian private banks who use mobile banking services at the national level; also, it can be stated that the data presented in this research were collected by distributing questionnaires among mobile banking users.
Also, regarding the investigation of mobile banking service quality, one can refer to a study conducted in 200624 to investigate customer satisfaction in mobile banking regarding the bill payment service, in which the relationship between age, gender, and income of individuals with their level of use of this service was examined using the clustering method and the K-means algorithm.
In this article, the level of customer acceptance is defined in the form of parameters: usage level 6, availability 7, speed 8, and security 9, which are dependent on individual characteristics including gender, age, income, education level, internet usage level, attention to advertising, and risk-taking level.
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