چکیده مقاله
In today’s very competitive world gaining competitive advantage is bound to arranging products and services of companies and businesses in accordance with customers’ needs For this purpose, gaining reputation in E service can be quite helpful Thus the goal of the present research is studying the effect of E Banking Service on Bank Reputation So a coherent collection of structures were designed based on Theoretical framework of marketing and Ebanking Then a questionnaire was designed to evaluate these variables and at last with certainty of Validity and reliability of measurement tools, was administered among 260 of Iran Melli Bank customers The collected data were analyzed by AMOS and SPSS softwareprograms Results of research model showed that E Banking Service affects Bank Reputation and research main hypothesis is confirmed It was also revealed that two of E banking service dimensions, i e efficiency and privacy have significant relationship with bank reputation butthe dimensions of requirement fulfillment and accessibility have no significant relationship with bank reputation, so research hypotheses in this field are not confirmed Researchers’ suggested model can be used for improving policy making and operation and help banks to offer more customer based and developing E competitive advantage
کلیدواژهها
نویسندگان
Hossein Rezaei Dolat Abadi
Department of Management,University of Isfahan
Ali Mircholi
Responsible Author: M AStudent of Marketing Management, Sciences and Economics, University of Isfahan,Isfahan,Iran
Ali Asadi
M A Student of Marketing Management, Official Sciences and Economics, University of Isfahan
Mehri Asadi Vasfi
MA student of Information Security, Security Institute, ICT Department, Malekashtar University of Technology,Tehran,Iran
شیوه ارجاع
Rezaei Dolat Abadi, Hossein and Mircholi, Ali and Asadi, Ali and Asadi Vasfi, Mehri,1392,Bank Reputation in E-Banking, A study of the effect of E-Banking Service on Bank Reputation(Case of: Melli Bank customers,7th International Conference on e- Commerce whit focus on e-Security,Kish Island
ارائهشده در
مجموعه مقالات هشتمین کنفرانس بین المللی تجارت الکترونیک با رویکرد بر اعتماد الکترونیکی4 اردیبهشت 1393 · مشهد