Studying the effect of trust and quality of electronic services on customer satisfaction (case study: customers of Mellat Bank in Rasht)

Abstract

The aim of this study is to investigate the impact of trust and quality of electronic services on customer satisfaction. The nature of this research regarding the purpose is applied and considering the method of data collection, it is descriptive of correlational-survey type. Study population is composed of customers of branches of Bank Mellat in Rasht whose number is unlimited. Cochran's formula was used to determine the sample size, which was estimated as 384 people and the data collection tool is questionnaire. For testing the hypotheses and analyzing structural relationships between variables, confirmatory factor analysis and structural equation modeling were used along with Spss and Amos software. The study findings show that in connection with the first hypothesis of the study, quality of electronic services has a significant positive impact on customer satisfaction in MellatBank in Rasht. In connection with the second hypothesis,  quality of electronic services through trust has a positive and meaningful impact on customer satisfaction in Mellat Bank in Rasht. About the third hypothesis, trust has a significant positive impact on customer satisfaction in Mellat Bank in Rasht. Results showed the verification of the primary and secondary purposes. 

Keywords: Electronic service quality, Customer satisfaction, Trust