An Analysis of Factors Affecting on Customers’ Adoption of Internet-banking Services Using the Graph Theory

The rapid development of Internet and electronic businesses have stimulated the banking sector towards encouraging customers to internet banking (IB), However, the evidence indicates a lack of interest in the use of IB services. Therefore, this paper aims to identify affecting factors on customer adoption from IB and measure the influence of each factor on IB adoption. Based on an explorative literature review, numbers of factors were considered as affecting factors on customer adoption of IB. Then, these factors were sent to a sample of IB customers in form of a questionnaire. Having collected the filled questionnaires and based on a statistical test, the more important factors explored among all. Hence, many of these factors have relationship with each others; a graph theory based technique (DEMATEL) with feedback structure is used to explore the direct and indirect effects of factors on the other factors and the whole system. The results indicate that: responsiveness (effective handling of problems), accessibility to IB services (hardware necessities), speed of network, ease of use and no need to physical attendance in bank branch, respectively, are the most critical factors.