THE ROLE OF KNOWLEDGE AND CONFIDENCE IN REDUCING COST OF ELECTRONIC BANKING CUSTOMERS: A CASE STUDY OF IRAN

ABSTRACT The rapid spread of technology has made the Internet the best channel to provide banking services and products to customers. The goal of this study is to examine e-banking in Iran and propose strategies to utilize e-commerce into traditional retail banking services. New electronic systems and especially the "Internet business development in the last century led to fundamental are changed how cultural exchanges, economic and social communities. Internet has changed the dimensions of competition in the retail banking sector. This study seeks to discover the answer to this question by reviewing the literature and other studies in Iran. The main objective of this paper is investigating and studying the most important factors in the field of e-banking services in an Islamic country and customer "s evaluation of the electronic banking services. The paper shows that the Iranian customers have not enough knowledge and trust with relation to the e-banking, the consequences of the study indicates that electronic banking services reduce customers cost