Providing A Conceptual Model for Identifying Critical Success Factors (Csfs) Affecting Internet Banking Customer’s Attitude (Case Study: Mellat Bank)

Due to the increasing importance of Internet Banking and the critical actions taken by banks in order to offer Internet Banking services in Iran and also according to the increasing number of customers using Internet Banking services, it is essential for bank marketers to understand Internet Banking customers better. Only through this comprehension the marketers are able to develop strategies and tactics to attract and sustain their customers. In this study we have investigated the influential factors in Internet Banking customer’s attitude. Electronic questionnaires were applied for data gathering through case study of Mellat Bank internet banking customers. According to research findings and conclusions it is suggested to apply different marketing strategies for different age groups, provide customers with the opportunity of using Internet Banking Services and achieving good experiences, and present information and training focusing on Internet Banking benefits.