Abstract
In order to understand customers’ characteristics, banking management should create a good relationship with them. The goal of this research is evaluation of effect electronic banking and three dimensions comprise quality of system, quality of information and quality of servicein customer loyalty with regard to role of customer satisfaction among customers of mellat bank in Isfahan city in Iran. The population of the study comprises customers of mellat bank in Isfahan city that use of total electronic banking service, therefore the population of research is unlimited and uncounted. The instrument of data collection in this research is standard questionnaire. Number of 250 questionnaire distributed and totally 224 questionnaires were analyzed. Samples were also selected with method of available random. To analyze data and test hypotheses was used pls and Spss software. The results indicate that system quality has a positive and significant impact in customer satisfaction. On the other, results indicate that information quality has a positive and significant impact in customer satisfaction. Also, the effect of customer satisfaction in customer loyalty is confirmed.
Highlights
Studies have found that customer satisfaction is anevaluation of service experience and is a key factor in retaining customers and improving customer loyalty and retention (Wong & Tong, 2012)
Customer satisfaction is fundamental to the marketing concept, which holds that satisfying customer needs is the key to generating customer loyalty
According to Day (1969), when loyalty is the focus of an evaluation, both attitudinal and behavioral criteria should be considered to prevent an incorrect evaluation of loyalty
Summary
With the development of international economy and tradeand competitiveness of the markets and competitors, the banks are affected and the main power in this environment, technology, broke the geographical, legal and industrial barriers and created new products and services The banking industry has witnessed a quantum leap in technology during the last decade in its efforts to meet the ever growing customer demand. Customer satisfaction is considered to act as an antecedent of loyalty and retention, arising out of direct prior experience (Wu & Wang, 2005). Satisfying customers should be of extreme importance to electronic stores in their efforts to keep customers loyal. Studies have found that customer satisfaction is anevaluation of service experience and is a key factor in retaining customers and improving customer loyalty and retention (Wong & Tong, 2012)
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