Comparison and Ranking between the Factors of Effect on Customers Using of Electronic Banking Services in Governmental and Private Banks of Kermanshah with Using Pikkarainen Model (Case Study: Sepah, Maskan, Ansar and Saman)

According to the trend of using electronic banking service due to its unique features and presence of Bank for funds transfers, electronic banking as an integral part of electronic commerce has a major role in its implementation, on the other hand, studies show that customer satisfaction on customer retention consequently are effective on profitability and success of organizations in the arena of competition. This study is comparative and ranking factor affecting the adoption of electronic banking services by customers in the public and private banks in Kermanshah province by using Pikkarainen model. This research has used a questionnaire simply randomly distributed to 900 customers of Sepah, Maskan, Ansar and Saman Banks. Validity of the questionnaire was confirmed by a number of university professors. Their reliability was obtained with Cronbach's alpha coefficient questionnaire; 0.865 & 0.759 for governmental and private banks. The method of this study is descriptive-survey research. Study period is the second half of 2011. T-test, Regression and Friedman test were employed to test hypotheses and to rate factors influencing adoption of E-banking in customers viewpoints. Results support hypotheses (1-6) relating the level of six factors effects (including usefulness, easy to use, enjoyment, providing information, security and confidentiality, and quality of internet communication) on customer's use of E-banking services provided by Sepah, Maskan, Ansar and Saman Banks. The seventh hypothesis that indicates ranking of providing information Factors, has the highest rank From the perspective of customers in Public Banks, Also enjoyment has the highest rank From the perspective of customers in Private Banks.