Providing a Conceptual Model for Identifying Key Factors Affecting Internet Banking Consumer Buying Decision (Case Study: Mellat Bank)

Due to the increasing importance of Internet Banking and the critical actions taken by banks in order to offer Internet Banking services in Iran and also according to the increasing number of people using Internet Banking services, it is essential for bank marketers to understand Internet Banking customers better. Only through this comprehension the marketers are able to develop strategies and tactics to attract and sustain their customers. In this study we have investigated the influential factors in purchasing decisions of Internet Banking customers. Electronic questionnaires were applied for data gathering through a case study of Mellat Bank internet banking customers. The results of the research show that banks can achieve a more distinctive status in service offering through designing systems to offer secure and certain services with minimum errors; offering various internet based services; providing timely information related to these sort of services; educating customers on how to use them and trying to create a positive image on customer’s minds by appropriate advertising packages.