Analyzing Effective Factors on Loyalty of Banks’ E-Customers (A Case Study: Eghtesad Novin Bank in Behbahan, Iran)

Hossein Asadi, Seyyed Hojjat-al-Alalh Sarafi, Eshagh Mossein-Vand Shah-Ali

Abstract


Banks as financial-economic institutions are always looking for meeting the needs and expectations of their customers. As a daily increasing tendency to use electronic banking (e-banking) services because of its unique properties and the presence of bank for transferring the financial sources, e-banking becomes an inseparable part of e-commerce and has essential role in executing that. On the other hand, the studies show that customer’s satisfaction affects the customers’ retaining and finally the profitability and success of banks in the field of competing. Information technology (IT) sets the stage for improving the performance and service innovation by facilitating the relationship with customers and by increasing its speed and affectivity. In this article, the concepts of loyalty and e-banking were first investigated. The relationship between the modern banking services with the rate of customers’ loyalty has been investigated by means of field research and the intended results. Eghtesad Novin Bank in the city of Behbahan (Ahwaz, Iran) has been the case study in which the population consists of Eghtesad Novin’s customers. The results suggest that the electronic services of Eghtesad Novin which are presented via various channels such as ATMs, Phone Bank, and Internet Bank are the functional needs of customers. This means that the relationship between their improvement and the customers’ loyalty is a straight linear relationship. Therefore, increasing the number and quality of these services will cause the increase in satisfaction and loyalty of banks’ customers.

 


Keywords


E-Banking, E-Service Quality, E-Satisfaction, E-Trust, E-Loyalty.  

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