Identifying cultural dimensions affecting the attraction of Iranian customers to electronic banking services (Case study: Bank Mellat)

Most researches in the field of e-banking acceptance models have ignored the cultural dimension and have neglected or paid little attention to this important and key factor.One of the problems of banks in attracting customers to e-banking services is the lack of attention to customer culture in the development of e-banking services. Therefore, recognizing the cultural dimension is a key factor both to achieve the principle of customer orientation and to increase market share by attracting and retaining customers and spreading the culture of using it and also directing the development of electronic banking services.The purpose of this study is to identify the cultural dimensions affecting the attraction of bank customers to e-banking services as an innovative step in serving the community to focus on these factors, accurate approaches in the field of customer marketing management. This research is descriptive in nature and method and applied in purpose. Typically, interviews are semi-structured in the category of qualitative research and in the inductive paradigm and data collection tools. Qualitative data obtained from interviews with customers and managers of Bank Mellat's marketing were coded using thematic analysis and the most important cultural factors affecting the attraction of Iranian customers to e-banking services have been extracted, categorized and approved by experts. The results show that cultural factors affecting the attraction of Iranian customers to e-banking services are: religious values, emotions, art, customs, symbols and symbols