Modeling Mobile Banking Acceptance by Tejarat Bank Customers (Integrated System Dynamics and Econometrics Approach)

The banking industry has evolved into new forms of banking facilitated by digital devices and interfaces. Mobile banking has recently emerged as an innovative banking channel. While a wide range of studies have been conducted on mobile banking, very few researches have studied  its acceptance by customers using integrated  . The purpose of this study is to present a model of mobile banking adoption by Tejarat Bank customers using the integrated approach of system dynamics and econometrics. The research period covered period of 2006 to 2020 and the simulation took place up to 2031. The research hypotheses were evaluated using the model and the results showed that: Increasing the quality of the provision of mobile banking services increases the satisfaction of bank customers and thus increases the adoption rate and ultimately the actual users of mobile banking. If advertising is increased, the adoption rate increases and the number of actual users of mobile banking also increases. An increase in the bank's net operating profit increases the bank's revenue, which promotes the development of mobile banking and ultimately leads to an increase in the actual users of mobile banking. In addition, the model has shown sensitivity to two scenarios, including the expansion of Covid and improving of the effectiveness of advertising, which increased the adoption rate of mobile banking, but the scenario of increasing the effectiveness of advertising was more effective.