The Banking Services in Yemen: Reality and Challenges.

      Аннотация: The issue of motivating consumers to use the banking system was solved in developed countries and in some Middle Eastern countries. However, it is still unpredictable in Yemen where the majority of the people do not use banking services to facilitate their financial needs. Therefore, it shapes a real problem and negatively impacted the Yemeni economy. This research project aimed to provide better awareness of the variables that might affect people to use the banking system by applying the theory of reasoned action.

Ключевые слова: Attitude, trust, Banking Services, Behavioral Intention, subjective norm