Behavioral differences between the two groups of users and non-users of self-service technologies


Islamic Azad University, Science and Research Branch, Tehran


With the emerging a new phenomenon of Internet, the banks have gone through the traditional process and have reached the stage of modern banking in their career. Following this transition, the banks became familiar with self-service technologies. Using self-service technologies has provided advantages such as speed and unlimited access to banking services. Despite these benefits, some people still use the traditional banking. Many studies have examined the factors influencing the use of technology-based banking. These studies have examined such issues as the demographic characteristics of user/ none-user (such as gender, age, education level, perceived ease of use and usefulness). The purpose of this paper is to examine the behavior of users and non-users of self-service technologies in banking services. for that purpose seven types of behavior will be examined.

To complete this research, 480 questionnaires was distributed between the customers of Parsian bank in Ahwaz of which 397 questionnaires were collected. The research method is an applied research in terms of aim and in terms of method is descriptive. Analysis of variance (ANOVA) was used to test the hypotheses.

The research results showed that five (word-of-mouth intention, repurchase intention, satisfaction, propensity to change banks and time sensitivity) between user and none-user is not same. but about other type behaviors (price sensitivity and complaint behavior) The results do not show a signiï‌cant differences.