Explain and Analyze the Importance-Performance of Service Quality Strategies

Today, the importance of the e-banking industry is growing, and most banks operate in a competitive and dynamic environment. In such a situation, banks are pursuing a wide range of plans to ensure their survival, productivity and growth. In this study, an attempt made to provide indicators for measuring the quality of electronic services and then to determine the priority of indicators to improve the quality of services provided to customers so that banks can achieve the goals of increasing customer satisfaction and then profitability. According to the purpose, the present research is applied one and the method of conducting is descriptive-survey research with its research hypotheses. Its statistical population is also banking experts to formulate indicators and customers to evaluate. In this study, 384 customers asked about the quality of existing and desirable services, in which the matrix of importance-performance analysis was developed. To collect the data, a questionnaire used, the reliability of which measured based on Cronbach's alpha and validity using the opinion of measured experts. Data analysis performed by using structural equation method with the approach of partial least squares and 2 Smart PLS software. The results indicate a positive and significant effect of the factors identified by experts by exploratory factor analysis. Finally, due to the analysis of the importance of the performance of the security agent, priority given to improving action