The Impact of Associated Marketing Risks on Electronic Banking Services: An Empirical Study on the Customers of the Arab Islamic International Bank
摘要
The primary objective of this study is to assess the influence of marketing risks related to electronic banking services on the adoption of these services. In order to accomplish this objective and test the proposed hypotheses, a total of 510 questionnaires were distributed to a convenient sample of customers from the Arab Islamic International Bank in the city of Zarqa. Out of the total distributed questionnaires, 485 were collected, accounting for 95% of the sample, while 18 questionnaires were excluded from the analysis. Therefore, the final analysis was conducted on 467 questionnaires, representing 92% of the distributed questionnaires. To test the study hypotheses, various regression analyses, including simple, multiple, and stepwise regression tests, were employed. The findings indicated a statistically significant impact of marketing risks associated with electronic banking services on the decision to use them. Specifically, performance risks, financial risks, and psychological risks were found to have the most substantial influence on the decision to adopt electronic banking services, whereas physical, social, and time risks were found to have a relatively less significant impact. Based on the study results, it is recommended that the Arab Islamic International Bank should consider and address the marketing risks associated with electronic banking services, with particular attention to performance and financial risks, in order to enhance the provision of electronic banking services.