پديدآورندگان :
Rezaei Dolat Abadi Hossein Department of Management,University of Isfahan , Mircholi Ali M.AStudent of Marketing Management, Sciences and Economics, University of Isfahan,Isfahan,Iran , Asadi Ali M.A Student of Marketing Management, Official Sciences and Economics, University of Isfahan , Asadi Vasfi Mehri MA student of Information Security, Security Institute, ICT Department, Malekashtar University of Technology,Tehran,Iran
چكيده لاتين :
In today’s very competitive world gaining competitive advantage is bound to arranging
products and services of companies and businesses in accordance with customers’ needs. For
this purpose, gaining reputation in E-service can be quite helpful. Thus the goal of the present
research is studying the effect of E-Banking Service on Bank Reputation. So a coherent
collection of structures were designed based on Theoretical framework of marketing and Ebanking.
Then a questionnaire was designed to evaluate these variables and at last with
certainty of Validity and reliability of measurement tools, was administered among 260 of
Iran Melli Bank customers. The collected data were analyzed by AMOS and SPSS software
programs. Results of research model showed that E-Banking Service affects Bank Reputation
and research main hypothesis is confirmed. It was also revealed that two of E-banking service
dimensions, i.e. efficiency and privacy have significant relationship with bank reputation but
the dimensions of requirement fulfillment and accessibility have no significant relationship
with bank reputation, so research hypotheses in this field are not confirmed. Researchers’
suggested model can be used for improving policy making and operation and help banks to
offer more customer based and developing E-competitive advantage.
