A Survey of the relationship between E-Service qualities and customer loyalty in Mellat Bank

Subject Areas : مدیریت

Syyad Mehdi Alvani ¹ (استاد، دانشگاه آزاد اسلامی، واحد قزوین، گروه مدیریت، قزوین، ایران)
Masoud Said Panah ² (کارشناسی ارشد، دانشگاه آزاد اسلامی، واحد الکترونیکی، گروه مدیریت فناوری اطلاعات، تهران، ایران (عهده دار مکاتبات))

Received: 2014-01-08 Accepted : 2014-05-08 Published : 2015-02-20

Keywords: Customer Satisfaction, customer loyalty, E-service Quality, Customer,

Abstract :

In the last few years, customer satisfaction has been of major importance to enterprise strategies. The concept of customer isthe center of all activities and the reason for existence of every commercial organization. For this reason some organizations,especially service providers, have given special attention to service quality and its management.The relationship between e-services quality and customer loyalty has been analyzed in this research. The Independentvariables which are the most important aspects of e-services include: Efficiency, Availability, Fulfillment, and Privacy. TheMediated variables of the study model are: Trust & Customer satisfaction and the dependent Variable is customer loyalty. Allthe data were collected by a 5-score Likert questionnaire. The study samples are 415 customers from Mellat Bank BranchManagement of the 6th district and the Central Branch of Mellat Bank in Tehran. Descriptive and inferential statistics as wellas structural equation modeling (SEM) have been used, for Hypothesis test and Factor analysis of the variables. The Resultsshow that: about 80% of the loyalty variation is predicted by the e-service quality. Therefore, it can be expressed that eservicequality is the reason for customer loyalty. One considerable result of the study is that customer loyalty is mostlyobtained through customer satisfaction rather than trying to gain the customer’s trust.So, one of the proposals is: in order to get customer loyalty and finally enhance the profitability, the bank should