Determination of Electronic Services Quality Model in Mellat Bank Based on Competitive Intelligence

The purpose of this study is to determine the model of electronic services quality in Mellat Bank based on competitive intelligence. For this purpose, competitive intelligence is defined based on the theory of the French School of Management including four dimensions a; marketing awareness, awareness of competitor's status, technical awareness of technology, strategic and social awareness. Also for improving the quality of electronic services of the bank the theory based on Zatehmal, Parasuraman and Molatra have been identified in seven dimensions such as efficiency, reliability, ordering, personal secrecy, accountability, compensation and contact. The statistical population of the present study is divided into two groups: the first group were directors and deputies of the Mellat Bank of East Azarbaijan Province, whose number were 142, and the sample size estimated as 104 people, and the second group were clients of the bank estimated as 380 people using Cochran's formula. The data gathering tool is a researcher-made questionnaire, which distributed after its validity and reliability evaluated. Descriptive and inferential statistical methods were used to analyze the data using SPSS software. To test the research hypotheses, the structural equation modeling (SEM) method specifically partial least squares (Smart-PLS) applied. The results of the data from the heads of bank branches and customers indicated that competitive intelligence and its four dimensions have positive and meaningful effect on quality of electronic services.