Financial Profitability by Determining the Pattern of Causal Relationships between Factors Affecting the Customer’s Culture of E-banking Services(Case study: Bank Mellat)

One of the most important ways to increase financial profitability for banks is to identify and attract more customers. Most research on financial profitability through identifying and attracting customers has ignored the cultural dimension and ignored or paid little attention to this important and key factor. The purpose of this study is financial profitability by determining the pattern of relationships between factors affecting the culture of e-banking customers to attract and retain them more as an innovative step in serving the community. This research is descriptive in nature and method and applied in purpose. Typically, research is a mixed research (qualitative-quantitative) in the inductive paradigm. The data collection tool is a semi-structured interview and a questionnaire. Qualitative data obtained from interviews with customers and managers of the bank's marketing were coded using thematic analysis, and for financial profitability, the most important factors affecting the culture of e-banking customers have been extracted, categorized and approved by experts. In the quantitative part of the research, to determine the pattern of causal relationships between identified factors (ethnicity, values, literacy, art, laws, technology), the Demetel technique (group decision based on pairwise comparisons and expert judgment) was used. The results show that for financial profitability for Iranian banks, the factors affecting the culture of e-banking customers are important and affect each other, respectively: literacy, values, technology, ethnicity, laws and art.