Studying the Impact of E-Service Quality on E-Loyalty of Customers in the Area of E-Banking Services

Abstract

Customer loyalty is one of the ways to build competitive advantage and important issue in e-banking debate to achieve higher profits. While customers are less loyal to their banks and they use e-services of various banks. Despite the importance of e-loyalty, fewer banks appear to be successful in creating e-loyalty of customer. Also, there is a little knowledge about mechanisms to create customer loyalty on the internet. The purpose of this study is to better understand the impact of e-service quality on e-loyalty of bank customers. In this regard, Hekmat Iranian Bank has been studied. In this study ewe made use of simple random sampling (SRS). In this method each of elements in this population has an equal chance of being selected. 384 people were considered from customers of Hekmat Iranian bank in this study. We also conclude that variables of completing the banking services, security, privacy and accountability and designing website will have a significant positive impact on e-loyalty and finally recommendations are presented according to the research findings.