عنوان مقاله [English]
Multi-purpose Card in investment bank (branches in Tehran city) by five main factors including satisfaction, external variables, organizational factors, supportive factors, collaboration and coordination factors, and 28 indicators. The level of effectiveness of these indicators in the innovation acceptance of the research model is processed after designing a Likert-spectrum questionnaire and distributing it to 240 managers, experts and clients of investment Bank branches in Tehran, using the structural equations and LISREL software, which 5 factors with 23 indices were finally accepted. According to the research, a successful innovation acceptance in investment Bank requires consideration of all the above factors. The results also indicate that social factors of service innovation are of prime importance and special attention to social factor indices has a significant impact on acceptance of the multi-purpose card innovation in investment Bank.