Full relationship between e-service quality, e-customer satisfaction and e-loyalty in internet banking

Abstract

Information Technology has been develops a lot recently. Banking is a demand-driven industry due to different preferences such as providing customers efficient banking services internet should be taken into account as an important issue for banks to delivery financial services. In order to guarantee high rate of customer retention and decreasing costs for recruiting new customers, building loyalty in internet banking plays an important role. All banks try to retain their customers by making them satisfied with different services and offerings through delivering high quality of electronic service (e-SQ) hence, determining dimensions of e-SQ to meet customer needs in internet environment seems influential and significant. Modified, developed model for measuring the quality of online services consisting 7 dimensions with 30 items are used according to literature review and expert opinion. The items to measure customer satisfaction were taken from overall level of user satisfaction and is corresponds to the summary affective response or feeling of a customer in relation to her/his experience with all aspects of on online services. Five-item Behavioural Loyalty is used to measure the loyalty intentions construct. The quantitative research paradigm and a controllable convenient sampling procedure were implemented in the current research. The questionnaire distributed among customers of MEELAT bank which is a public banks in Iran. according to the result of factor analysis on modified theoretical model (instrument) the final version of the model (instrument) for measuring quality of online banking services were formed which includes five quality dimensions (efficiency, service performance, customer service, contact, site aesthetic) with total of 19 items . Based on the result of analysis it can be concluded that there is casual relationship between dimension of e-service quality, customer satisfaction and loyalty. Some suggestions and recommendation are given according to the results of the Analysis of the Empirical data.