Considering of Electronic Service Quality on Satisfaction and Loyalty by Bank by Structural Equation Modeling Technique (SEM)

Abstract

Amin goal of this research was electronic services quality on satisfaction and loyalty clients in Parsian Bank branches in Yazd. We use electronic services quality as independent variable and 6 characteristic: efficiency, service recurrence, accessibility, protection and securities, and satisfaction and loyalty clients as dependent variable. Sampling method was simple complete random. Static society of clients was in Parsian Bank branches and it was infinite. We determined sample content through Cookran formula as 113 people. The aim of this research is functional and research method is descriptive-survey data variables was made by quatation questionnaire ChunlinLiu, Tianxiang Sheng (2010) collect reliability and stability (alpha Kronbakh= 0.973). The collecting data were analyzed through SPSS and LIIZREL software by using Pearson test, Khido (Kaydo) test, multiple regression (December, 2010). The result show electronic service qualities presented by the bank has positive and significant effect on satisfaction and loyalty.