Evaluation of Individual Customers’ Satisfaction Level: A Survey of E-Banking Quality of Service in Tosse’eh Credit Institute

Abstract

banking is able to provide speedy and more reliable services to the customers for which they would be happy. E-banking services not only have new competitive benefits, it also improves its relationship with customers. The purpose of this research is to understand the impact of variants of E-banking on the customers’ satisfaction with the Tosse’eh Credit Institute. Seven service quality dimensions, namely, effectiveness, assurance, accessibility, physical aspects, variety of services, price and reliability have been established based on the SERVQUAL model and the literature review. These variables have been tested in E-banking to explore the relationship between quality of service and the customer satisfaction. Data were gathered through a survey interview by a structured questionnaire with 400 customers. The study shows that these factors are the core dimensions of quality of service for customer satisfaction in E-banking. Finally, recommendations are provided to improve the quality of e- services. Keywords: quality, satisfaction, customer, electronic services, electronic

1 Corresponding author: Mehr Alborz University,Tehran,Iran,saeedhszdh@gmail.com 2Allame Tabatabaee University, Tehran, Iran,dr.taghavifard@gmail.com 3MehralborzUniversity,Tehran,Iran,Rouhani.saeed@gmail.com 4Ostandari Branch of ElmiKarbordi University, Bushehr, Iran, Sanaz.sarkari@gmail.com Abstract