International Conference on Computer and Knowledge Engineering

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Investigating the Behavior of Generation Z Customers in Online Banking Services (Case Study of a Bank of Iran)

Authors :

Elham Mahmoudabadi¹ Esmaeil Mollaahmadi²

1- Amirkabir university of technology 2- Sharif University of Technology

Keywords :

gen zers customers, digital metamorphosis, online services, banking without branch office services, banking without a bank

Abstract :

Communication sciences experts have categorized generations according to the phenomena of the virtual world and technology. Due to the advancement of technology, members of different generations have different values and behaviors. In this categorization, the Generation Z refers to a group of people who were born after 1995. This generation is almost simultaneous with the seventies and eighties solar decade of Iran. The Generation Z has been facing technologies such as the web, social networks and mobile phones ever since they were born. In fact, this generation does not remember the pre-internet era. That's why this generation is sometimes referred to as digital citizens. Most members of the Generation Z will use digital communications and media for all their lives. Now it is estimated that about 40% of the world's population is Generation Z. However, the proportion of the population of Generation Z in Iran is lower than that of other generations in comparison with the global population, but it is very important to consider the characteristics and interests of this generation as new customers of banks and financial institutions. Banks and financial institutions can create competitive benefits that guarantee their survival and durability by creating products and services commensurate with the values of this generation. In this article we briefly examine some of the characteristics of Generation Z in using the services of one of the Iran's banks, and we'll review the growth of this generation's interest in using the bank's online services over the last nine years.