The Study on the Consumer's Perceptions of Electronic Banking Services of Keshavarzi Bank in the Southern Regions of Kerman Province

Banks as financial institutions must meet the expectations and demands of their customers. This is why information technology plays a vital role in facilitating communication with customers through improving the effectiveness and speed of the banking services. This study examines consumer's perceptions of electronic banking services as one of the indicators of success in order to formulate a number of operational strategies to improve customer satisfaction which increases market share and customer loyalty. The present study focused on the views expressed by experts, consultants and banking professionals and aimed at investigating and designing a conceptual model by field research, and applying student t-test to measure the relationship between consumer's perceptions of electronic banking services with customer satisfaction, cost reduction, safety factor as well as public information and awareness. Friedman test was then used to rank all these components in terms of customers’ perception. The statistical population consisted of all customers of the Keshavarzi Bank in the southern region of Kerman province 384 bank customers who were using e-banking services in the first three months of 1390 were chosen as samples through simple random sampling method. The data collection tool was a research questionnaire.The study findings showed that the impact of all these components of the proposed model of costumers’ perceptions on the quality of electronic banking services would be significant in the sense that cost component was ranked the highest and information awareness components were ranked lowest.