Developing a model of factors affecting the customer satisfaction in traditional and electronic banking

Electronic banking is among the major electronic services in electronic commerce، but the lack of appropriate tool for measurement of customer satisfaction in banking industry has diminished the speed of electronic banking development. This study aims at investigating the factors affecting the customer satisfaction in traditional and electronic banking industry in order to determine the factors which lead to the customer satisfaction. Therefore، the factors، namely، the traditional service quality with six dimensions، the electronic service quality with three dimensions، customer satisfaction، loyalty and trust are extracted according to the literature review، and the structural equation modeling is implemented on this basis. The statistical population of research consists of customers in one of the private banks and 242 subjects are selected as the samples. The data analysis is performed by partial least squares-structural equation modeling technique (PLS-SEM) using Smart PLS software. The data analysis results indicate that one dimension of electronic service quality including the telephone banking quality affect the customer satisfaction and two dimensions of traditional service quality including the complaint management and tangibility also have impact on the customer satisfaction. Moreover، the impact of customer satisfaction on the customer trust and loyalty is approved in this study.