The Impact of Traditional and Electronic Service Quality on Customer Satisfaction, Trust and Loyalty in Banking Industry

Analyzing the factors affecting customer satisfaction in banking industry and adopting appropriate policies about these factors, is one of the effective ways for attracting customer trust and making them loyal. This research has focused on studying the factors affecting customer satisfaction in traditional and electronic banking industry to recognize which factors lead to customer satisfaction. So, first through the review of literature, some factors have been extracted such as, traditional service quality, electronic service quality, customer satisfaction, customer loyalty and customer trust. Based on these factors structural equation modeling has been formed. The statistical population of the study is the customers of one of the state banks among which 297 people were selected as a sample. The data have been analyzed with the structural equation modeling using AMOS software. The results of the analysis show that the electronic service quality and only two dimensions of traditional service quality including empathy and tangibility affect customer satisfaction. Also, the effect of customer satisfaction on customer trust and loyalty because of government support and old creditably of the bank under study has been confirmed.