Applied behavior analysis of electronic banking acceptance

The aim of the present research is to analyze the acceptance behavior of electronic banking. By adopting a qualitative approach, in-depth and semi-structured interviews in the real environment (bank) as well as through telephone calls with 38 customers and users of electronic banking of Golestan Bank Keshavarzi (Agriculture Bank of Iran), who were selected by purposive sampling method, were designed and implemented. Ensuring the repetition of answers, the interviews continued until the 55th person. In this research, the analysis and interpretation of data were informed by applied behavior analysis method by using the participant observation plan through the three steps of observation, evaluation of the root and consequences of the individual's behavior, and modification of these behaviors and the surrounding environment. The findings from the interviews, combined with the knowledge and experience of the researchers, indicate that the acceptance nexus of electronic banking acceptance contributes to maintaining or improving the penetration rate of electronic banking among users through the simultaneous and intertwined interactions of the components of nexus, namely, learning environment, empathetic communication, innovation, and accountability. As a result, key actors are able to penetrate the existing structures to achieve better performances.