Comparison and Ranking Factors of Effect on Customer's Satisfaction of Electronic Banking Service Quality in Public and Private Banks of West Iran (Case Study: Sepah, Keshavarzi, Ghavamin and Karafarin)

Abstract

Since Iran has become a member of world trade organization (WTO) and due to arrival of foreign rivals to national financial markets, Iranian banks need to develop their services in the line with technological changes and to turn to e-banking. One of major obstacles to the way of e-banking development is quality evaluation by customers of this technology. Present research to comparison and ranking factors of effect on customer's satisfaction of e-banking service quality among customers banks west Iran banks (Sepah and Keshavarzi) and private banks (Ghavamin and Karafarin), to this end, this research has used a questionnaire 26 question and simply randomly distributed to 1536 customers of public banks (Sepah and Keshavarzi) and private banks (Ghavamin and Karafarin). Validity of the questionnaire was confirmed by a number of university professors. Their reliability was obtained with cronbach's alpha coefficient questionnaire; 0.956 & 0.963 for public and private banks. The method of this study is descriptive-survey research. Study period is the second half of 2012. T-test, Regression and Friedman test were employed to test hypotheses and to rate factors influencing customers satisfaction of e-banking. Results support hypotheses (1-6) relating the level of six factors effects (tangibility, reliability, responsiveness, assurance, empathy and convenience) on customer's Satisfaction of e-banking service quality provided by public banks (Sepah and Keshavarzi) and private banks (Ghavamin and Karafarin). In hypotheses (7) the least important of factor in e-banking service quality among public and private banks are respectively factor of assurance and responsiveness, also, factor of reliability is the most important of factor in e-banking service quality among public and private banks. At the end of the study are presented suggestions to public banks (Sepah and Keshavarzi) and private banks (Ghavamin and Karafarin) in the framework of research topic.

Keywords: Sextuple Factors, Customer Satisfaction, E-banking