Analyzing the Effect of E-Service Quality on Satisfaction and Intention to Re-Use (Case study: Bank Mellat's E-Payment Co.)
Today, electronic banking services are growing and the use of electronic banking services is almost epidemic. Therefore, offering services with high quality has become a competitive advantage. This study investigated the effect of electronic service quality on customer satisfaction and intention to re-use of electronic banking services of Bank Mellat. For this purpose, a model of electronic service quality is used to investigate the effect of these services on customer satisfaction and loyalty. Type of this study is Descriptive – survey. Statistical Society is users of the Bank Mellat website. Theatrical contents collected from library and internet. The data obtained from a combined questionnaire. In this study, structural equation (confirmatory factor analysis and path analysis) is used for data analysis and hypothesis testing. Results indicates that first the applied model is a theoretical model that strongly predict an effect from quality of electronic services on satisfaction. Secondly, the effect of exogenous variables means efficiency, privacy and responsiveness on satisfaction was proved. But effect of availability, fulfillment and contact was not confirmed. Finally the effect of satisfaction on intention to re-use was confirmed.