The Impact of Perceived Usefulness and Perceived Ease of Use on the Intention to Use Smart Neobank Services with the Mediating Role of Customer Attitude and Trust

Ruhol Amini, Seyede Mahsa

doi:.3.2.15564.35125656565047

The Impact of Perceived Usefulness and Perceived Ease of Use on the Intention to Use Smart Neobank Services with the Mediating Role of Customer Attitude and Trust

Document Type : The scientific research paper

Author

Seyede Mahsa Ruhol Amini

Master of Financial Management, Islamic Azad University, Kerman Branch, Iran.

.3.2.15564.35125656565047

Abstract

In the modern world of banking, neobanks play a central role in the digital transformation by offering services that can radically enhance customer experiences. This study delves deep into this phenomenon and identifies the factors influencing consumer intentions to utilize these innovative services. The findings underscore the importance of perceived usefulness, user experience, and security technologies in determining the intention to use neobank services, with customer attitude and trust serving as key mediators. The results demonstrate that perceived usefulness and positive user experiences not only strengthen customer attitudes but also directly boost customer trust, thereby enhancing the intention to use neobanks. Additionally, advanced security technologies solidify customer trust and, consequently, increase their willingness to engage with digital services. This research emphasizes that neobanks must invest in developing services that genuinely meet customer needs and provide a seamless experience. Moreover, investment in modern security technologies and ensuring the security of customer data should be prioritized to build and maintain lasting trust among customers. These findings should be considered in the marketing strategies and operational tactics of neobanks to ensure they can compete successfully in today's competitive market.

Keywords

Neobanks

Perceived Usefulness

Perceived Ease of Use

Customer Trust

Customer Attitude