Investigating the Effective Factors on Formation of E-Loyalty through the Mediating Role of E-Commitment (The Case of E-Banking Industry in Iran)

Providing electronic banking services is a noteworthy matter to continue competition in the market. Customers are considered as one of the major elements toward desirable performance of e-banking. Attraction of customers and making them loyal to e-banking services are at the top of strategic marketing plans of banks. Hence, the purpose of present research is to investigate the effective factors on formation of electronic loyalty through the role of electronic commitment mediation. For this end, based on performed studies and also considering the banking condition in Iran, a model was designed that specifically focus on factors such as perceived usefulness, perceived ease of use and attitudes toward use as well as organizational factors including technology, organizational structure, organizational strategy, organizational culture and business processes. Statistical population of the research contains of all users who had at least an experience in using e-banking services in Iran. In order to gather the required data and testing the model an electronic questionnaire was designed. The questionnaires were distributed among the statistical sample using random sampling method and 312 acceptable questionnaires were used for the purpose of data analysis. Furthermore, validity of the questionnaire was confirmed using content-related approach and confirmatory factor analysis and its reliability was approved using Cronbach’s Alpha coefficient (0.97). Moreover, Data was analyzed using structural equation modeling. Results of the research revealed that the chosen individual and organizational factors except perceived ease of use and organizational strategy lead to the establishment of e-commitment and also e-commitment by its own impacts on e-loyalty of customers.