Study the Effects of Development of Electronic Banking on Customer Satisfaction Levels by Using Kano Model (Case study: Refah Bank of Kermanshah, Iran)

Abstract:Today, most of banks are faced with a dynamic environment that according to the competitive situation and existing conditions on market, attract and retain customers have their own agenda so this study pay to study the effects of development of E-banking on customer satisfaction levels of Refah bank of Kermanshah province by design 7 questions. To this purpose, questionnaires were used in this study which consists of 4 sections, each section is contains 23 questions that provided by Likert and it distributed between 375 cases of Refah Bank customers in Kermanshah Province as simple random sampling. The method of this study is descriptive- survey research, the period of study is April 2010 to the end of August 2010. T-Test, Tukey and Friedman have been used for customer satisfaction and comparison and ranking of customer reviews of the six E-banking services respectively also for identifying that there is a significant difference between the services provided according to requirements of the model (basic, functional and motivational) Chi-Square Test was used. The results indicate that customer satisfaction of the sextuple services, also sextuple services in terms of comparing and ranking the level of satisfaction are as follows: services through ATM machines and telephone banking at a group and SMS and PIN PAD services at a group POS machine and Internet account services. Also it was found that there is a significant difference between the sextuple of services in terms of Located at the requirements. The results also showed that of 23 questions of questionnaire were at the requirements model, eleven types of service in the basic requirement, two types at functional requirements and seven types at motivational requirement model and three types of services according to customers are located in indifference group. At the end of the study are presented suggestions to the Refah Bank in order to sextuple services according to requirements models.