The examination of contributory factors on enhancing the customers’ image of e-banking services (Case Study: Refah Bank

Today one of the important factors in the discussion of consumer behavior is the customers’ mental image of products and services. Banks are among service organizations that provide financial services to their customers. Providing e-services is more economical than providing traditional services. It is important for banks to realize that what factors have impact on enhancing customers’ image of the services, Cause a significant reduction in labor costs and office supplies, etc., will be. And will improve the competitiveness of the organization. According to the previous researches in this Research Paper trust is considered as a major factor affecting the customers’ image. Factors affecting trust are examined in the form of 3 parts (variables related to customer, variables related to company and infrastructure variables). A questionnaire in this regard with Likert 5 point scale was used to collect data. To test the model and to test the hypotheses, Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) were used respectively. The relationship between independent and dependent variables is measured at significance level of 01% and 05%. The statistical population was the customers of Iranian Refah Bank and 384 people was selected as the sample. The Cronbachʹs alpha of the prototype of questionnaire demonstrate its good reliability. The research results indicate that except the variable of e-devices, other variables have a positive impact on trust and 96% of customers’ image changes is justified by the factor of trust which this indicates the significant impact of trust on the customers’ image.