Impact of personalization on customer commitment and intention to use e-banking services

The purpose of the current essay is to apply patterns of personalization to customer`s commitment with the role of neutralizing the compatibility of technology in the electronic banking industry in Iran. In the world today, as access to the Internet and its options has grown, the number of customers who use electronic banking services has also risen. Information in industries such as banking and financial corporations that are active in online trading has experience ever-increasing growth. Because customers should change their behavioral patterns in order to use internet banking, using this technology can involve a lot of complications. In recent years, the improvement of information technology in banking industry has fundamentally changed the method of doing bank transactions, and customers can do their bank transactions. Internet banking lets customers have wider range of transactions through the bank website faster and with less cost and no time and place limitation, in comparison with traditional processes. Another advantage of online banking is that it has minimized the maintaining costs of traditional bank branches. One of the points that makes banks approach with more discretion to the information technology improvement matter is that there are different cultures and attitudes toward money and its worth in Iran. There is a reason to escape innovations in production in most countries. In Iran`s banking industry taking risk and not paying attention to personal attitudes has posed limitations to the modern banking. According to the mentioned points, no research has been done on the increasing of electronic banking users. Most of the studies have focused on the spreading and acceptance of electronic banking. One of the elements that are crucial in personal attitudes is personalization. It is effective on different aspects of customer`s psychology, such as processing information and making decisions. Personalization allows service providers to suggest services and products with customer`s preference taken into account. The rise of competition along with partial similarity of products and bank services has caused behavioral changes in customers. So, if banks want to enforce their effect on customers, they should identify the effective elements on customer`s behavioral changes. It is only in this case that banks can avoid prejudicial consequences of customer`s turnover and improve its long-term relationship with its customers. The quality of relationship with customers in cyberspace is the main reason for success in many organizations that have online activities based on customer`s satisfaction, trust, loyalty, order repetitions and organization`s benefit growth. Modern marketers has found out that the best way to connect with customers is through providing personalized services as banking innovations with the possibility of making alternations for customers. According to the capabilities of financial corporations and customer`s expectations, there is a significant variation in the field of personalization. Despite the importance of this subject, there is little research about its effects on decision-making process in the field of electronic banking. In addition to this, internet users have learned and experienced different levels of complexity. Also, the way of user`s understanding of personal bank services and its adaptability with his previous experience is different. Some of the electronic banking users have several bank accounts and the experience of using different electronic banking platforms, while there are users with limited banking services experience in using electronic banking services. Bank customers could have different expectation about services. This makes financial corporations try to better understand the experienced and immature customers and fulfill their needs in the best manner. Thus, this research focuses on connection quality, loyalty function anticipation, effort anticipation and experimental adaptability to previous electronic banking. A simple random sampling method was used to choose the samples. The questionnaire was assessed in terms of contextual, convergent and divergent validity, and the stability of the questionnaire was also tested based on Cronbach Alpha and compound stability tests. The research theories were and tested by using structural transaction modeling and the maximum rectification method with the AMOS software. The findings of the research, matching previous research findings, show that personalization has positive effects on function anticipation, effort anticipation, connection quality and rising attempts to use electronic banking services. It is also shown that effort anticipation and function anticipation have positive effects on attempts to use electronic banking services, and connection quality has positive effects on the loyalty of customers in electronic banking. Age, gender and adaptability have neutralizing effects on function anticipation, effort anticipation and connection quality, but adaptability has no neutralizing role in connection quality. Findings of this research and previous findings indicate that personalization is the essence of attempts to use electronic banking services, which should be accounted for deeply. This is because personalization is considered as a link between the customer`s attitude and behavior in electronic banking services.