The Relationship between E-Banking Dimensions, Customer Experience and Financial Performance through the Mediating Role of Customer Satisfaction and Loyalty in Bank Mellat Branches of Guilan Province

Due to its tendency to use e-banking services due to its unique features and the presence of the bank for transferring funds, it has made banking as an integral part of e-commerce and has an essential role in its implementation. It shows that the customer experience impacts on retaining customers and thus on the profitability and success of organizations in the field of competition. Factors affecting customer experience in this research model include: customer perceived value, customer convenience, bank performance quality, bank internet service quality, trust, perceived usability, innovation, customer satisfaction, customer loyalty, risk and privacy, employee accountability The bank is the financial performance of the bank. This research is a descriptive-survey method and is applied in terms of purpose. Data collection was done through library (field study and related resources) and field study using standard questionnaire (survey of clients in Mellat Bank branches in Rasht). The statistical population of this study consists of 40,000 customers (account holders) of Mellat Bank of Rasht city, out of which 380 customers (account holders) were selected. Because the population size is unlimited, the Cochran table and random sampling method were used to select the sample size. The research results show that among the customer experience with variables including: customer perceived value, customer comfort, bank performance quality, bank internet service quality, trust, perceived usability, innovation, customer satisfaction, customer loyalty, risk and sanctions, Bank accountability, bank financial performance There is a positive and meaningful relationship.