The Analysis of the Factors Affecting Iranian Customersʹʹ Satisfaction in Traditional and Internet Banking- Case Study: Saman Bank

customersʹ satisfaction in banking industry and adopting suitable policies related to these factors. This article focuses on recognizing the effective factors on the satisfaction of Saman bank customers and aims to identify procedures causing an increase in customersʹ satisfaction. In this research, first the factors related to the quality of traditional services, the quality of internet services, customersʹ satisfaction, complaint management, customersʹ mental image of the bank, customersʹ loyalty and trust have been extracted through conceptual study and review of literature as the effective factors on customersʹ satisfaction, and the conceptual model of the research has been made based on these factors. Then, 500 questionnaires have been distributed among the customers of Saman bank to evaluate the relationship between the variables and finally, 303 questionnaires have been the base of the research. This study has an applied aim and descriptive-correlational method and it is exactly PLS-SEM regarding the analysis of the data. This research The analysis the result, show the influence of service quality on customersʹ satisfaction, the effect of their mental image on their loyalty, the effect of their satisfaction on their trust, and the effect of customersʹ satisfaction on their loyalty. The results of this research provide useful insight for the bank, policy makers and marketing researchers in banking system and help the superior managers increase their customersʹ satisfaction through such policies.