Competitiveness Ability Model in E-Banking

The aim of this study was to identify the indicators of competitive ability in an electronic banking system. To conduct the research, a qualitative method and semi-structured interviews were used. The data were collected from forty electronic banking experts and managers in the Iranian banking system. Then, the collected data were analyzed with open coding and axial coding methods. The results of the analysis were used to identify the primary indicators of competitive ability in the electronic banking system. In the next step of this research, Delphi technique was used to consult electronic banking experts about the primary indicators derived from the semi-structured interviews and the theoretical literature. In the final stage, seven indicators were confirmed. They include quality of services, improvement of service channels, service innovation, use of new technologies, advertisement, customer-orientedness, and bank reputation.