ارائه مدل کیفیت خدمات مبتنی برفناوری‌های الکترونیکی درک شده از سوی مصرف کننده آسیب‌پذیر در صنعت بانکداری

In this study, with a phenomenological approach, we seek to investigate and reconstruct the quality model of electronic banking services and its invisible aspects and diminish consumer losses with the possibility of vulnerability in the event of a corona pandemic. Based on existing theories and then focusing on the lived experience of individuals, this study tries to identify the dimensions, antecedents and, ultimately, the consequences of this phenomenon in the form of a model. Snowball sampling was carried out in the Tehran megacity, and data was gathered through a semi-structured interview with 25 participants. Through constant comparison of data; open, axial, and selective coding; as well as the analysis of relational content; concepts and themes were categorized. Data analysis showed that the quality of e-services has dimensions of efficiency, completeness of execution, ease of use and access, responsiveness, quality assurance, information, the attractiveness of use, security, emotional actions and functional value. Also, the antecedents affecting this phenomenon include previous experience, oral communication, organizational reputation, customer engagement, previous image, traditionalism and social responsibility, Finally, the consequences of this phenomenon include satisfaction and behavioural intentions. This qualitative study is one of the primary studies on older women's perceptions of the quality of e-banking services. Previous studies have not mentioned some findings of this study.
 
Keywords
 Quality of electronic banking services, Vulnerable consumer, Phenomenology.
 
. Introduction
Competitive environment requires companies to adopt a variety of strategies to cope with. Recent scientific and technological advances have made the market even more competitive for goods and services quality improvement (Rahnavard & Abbaspour, 2014). Moreover, history witnesses an unprecedented technological change in our lives more than at any time in the past, and these changes put more pressure on consumers (Bennett & Maton, 2010). In this competitive age, not only should service providers seek key features and apply them in their products and services, but they should also monitor the changes in consumers’ needs and the position of their products constantly (Tabatabaeenasab & Ebrahimpour, 2015). A group of factors is found to affect individuals attitudes to accept E-banking such as self-service technologies, (Chaouali & El Hedhli, 2019; Chauhan et al., 2019) demographic variables (Chawla & Joshi, 2017, 2018), subjective norms (Ting et al., 2016), the impact of oral advertisement (Mehrad & Mohammadi, 2016), electronic service (Ayo et al., 2016), etc. The banking sector is losing consumers’ trust which needs to be restored. Financial markets are also fraught with challenges with consumers especially the disruptive social conditions that cause widespread complications for everyone (Clifton, Fernández-Gutiérrez & Olalla, 2017). Furthermore, the potential damage to customers is quite high in this industry as customers may lose all their major assets (Ramsay, 2000). Thus, the financial behavior, determining whether vulnerable consumers like elderlies and people with disabilities, who may perceive themselves at lower socioeconomic status, are susceptible to behavioral biases and therefore less likely to profit in the electronic communication market, must be considered (Lunn & Lyons, 2010). Due to the need to identify different categories of users of electronic services in the current situation (the Coronavirus pandemic) and the inevitability of banking activities, vulnerable groups like female elderlies who are prevented from attending communities need higher attention.
 
Research Objectives
This research aims to provide a detailed understanding of the needs and criticisms of vulnerable users and to investigate the precedents, consequences, and components of E-banking services. In addition, it tends to apply the findings to propose a model to reduce the damages.
 
Methodology
The present study was conducted using a qualitative approach and phenomenological method. Data collection was carried out by in-depth interviews. The population of the study was selected using the snowball sampling method. Data analysis of this research based on Strauss and Corbin instructions includes three main stages of open coding, axial coding, and selective coding. Finally, the theory of qualitative model research is expressed.
 
Results
Based on the data encoded from 25 interviews, some participants approved the theoretical findings of the quality of self-service E-banking. We also achieved the main influential concepts including traditionalism, and commitment. Concerning the dimension of self-service E-banking service, we have identified emotional actions and practical value as a new dimension to fill the gap in previous researches and provide the basis for future researches. The attractiveness dimension which was found in most online shopping studies was also found to be a self-service E-banking parameter, which is considered as one of the innovations of this study. The remaining components are supported by the literature and previous model.
                                                  
Discussion
Given the rapid growth of technology and its application in people's daily lives and increasing competition in this field, identifying different types of behavior in customers and consumers and analyzing their psychological perception of quality leads to more effective marketing strategies. Since such services are designed for public use and the means of providing them are the same, it is important to consider the needs of customers who are more vulnerable to expand the use of these services. This is even more important since community health is at risk because of the Covid-19 pandemic and it makes it even more stressful for elderlies.
 
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