The Factors Affecting E- banking User‘s loyalty

Abstract

Banking Services has gone through an amazing development by the internet popularity and the change in customer’s needs through the recourse of banks to the internet services. In the E-bank world that is full of development in which competitors enter easily and the customers have more alternatives, creating & keeping a customer requires a continuous& hard effort. Creating, preserving and enhancing electronic user’s loyalty is a one way path in which the banks shall inevitably pass in order to gain competitive advantage and to survive in the e –banking, and their success depends on it. The objective of this research is to study the user’s loyalty of e-banking so by using it formulate more appropriate guidelines in creating electronic users ‘loyalty. In this research method, the objective is functional, data collection method is descriptive –correlation, the questioner is used and the study group of people is all the internet customers of the banks’ branches of Kermanshah. In order to study the research hypothesis, the (Lizrel) organizational equation model was used. The results showed that the website quality, bank image and the social presence is realized & the customer’s satisfaction has the relationship with e-bank customer’s loyalty.