Identify and Rank the Factors Affecting Customer Satisfaction of E-Banking Services Using Mixed Method

Abstract

Due to the changing world of banking on traditional banking to e-banking Published in the last decade to institutionalize this type of service in this country need to make in order to create customer satisfaction and loyalty; it is unavoidable to electronic services. In this research we have tried to by a qualitative approach - little to identify the components of e-banking services should be customer satisfaction.
In the qualitative focus groups comprised of experts in the banking industry and academia with bank customers to identify the indicators used. And indicators extracted through cluster sampling among 708 bank customers in the form of questionnaires were distributed in Tehran, Using exploratory factor analysis of the five factors of usability, efficiency, security, and web site image is extracted. Also used the Friedman tests to rank the components are zero sums paid by the customer.
Key words: Electronic banking; Usability; Efficiency; Security; Image; Website