A Customer Coaching Model for E-Banking Adoption in Iraq: Mixed-Method Insights

E-banking plays a significant role in improving the efficiency of financial services and facilitating interactions between banks and customers; however, its adoption in Iraq faces numerous behavioral, perceptual, and security-related challenges. Accordingly, the present study aims to design a customer coaching model for the adoption of e-banking in Iraq. This research employs a mixed-methods approach by integrating grounded theory and the Delphi method. In the qualitative phase, data were collected through documentary analysis and semi-structured interviews with academic experts and e-banking specialists, and analyzed using the Strauss and Corbin grounded theory approach with the assistance of MAXQDA software. In the Delphi phase, a questionnaire based on the extracted components was developed and administered to prioritize the identified factors. The findings led to the identification of four main components, namely ease of use, appropriate treatment, high security, and suitability. Among these components, ease of use was identified as the highest priority influencing the adoption of e-banking in Iraq.

کلیدواژه ها:

customer coaching ، e-commerce ، Iraq Banking Sector ، technology adoption