Evaluation of the Effects of Satisfaction and Website Usability in Developing Customer Loyalty, Efficiency, and Positive Word-of-mouth in the e-banking Services (Case Study: Tejarat Banks)

Subject Areas : Business Management

Razye Samadi pour ¹ , Ali Khoshakhlag ² , Hadirezgi Shirsavar ³

1 - Youth and Elite Research Club, Science and Research Branch, Islamic Azad University, Tehran-Iran
2 - Youth and Elite Research Club, Science and Research Branch, Islamic Azad University, Tehran-Iran
3 - 3. Faculty member, Educational department, Garmsar Branch, Islamic Azad University, Garmsar, Iran

Received: 2015-03-05 Accepted : 2015-07-14 Published : 2015-09-23

Keywords: Customer Satisfaction, Productivity, Website usability, Positive oral statements, e-banking,

Abstract :

This study attempts to investigate the influence of satisfaction               and usability of the website on productivity and positive oral statements of e-bank customers. The data were gathered from the survey of 384 customers using e-commerce database, and for evaluating the effect of satisfaction and usability of the website on productivity and positive oral statements, hierarchical multivariable regression analysis (HMRA) was used through Lisrel software. The results of the study showed that the use of website has a direct impact on customer satisfaction in electronic banking business. Also customer satisfaction leads to productivity, and productivity results in positive oral statements made in e-banking business. Finally, customer satisfaction has a direct impact on positive oral statements and e-banking business productivity

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