چکیده مقاله
Customers extend robust trust to a business when they believe the business puts their interests first Good experience of banking services and recommendations ofother customers can increase trust Loyalty and Word of mouth WOM is accepted as key factors successes of marketing This paper seeks to discover the affecting factorson positive word of mouth and loyalty based on trust enhancement that might be influenced by results of service quality in internet banking context In fact, purpose of this research is presenting A Model of E Loyalty, E trust and Word of Mouth, whit Emphasize on E ServQual Model and e satisfaction and bank image A structural equation model was developed and was tested by data surveyed from Iranian customers that used internet service of Mellat Bank The sample composed of customers who were belonging to different states Path analysis was applied to test the proposed model The findings are belonging to one bank only; but, they give a valuable framework for future research into WOM, E Trust and e Loyalty in Electronic Banking context The importance of Trust, WOM and loyalty in professional services marketing is widely acknowledged; however, knowledge about how to enhance their Prerequisite is little Present study provides a better understanding of affecting factor on customer loyalty, trust and WOM for marketing Final presented model of this research in first research about Trust, WOM and Loyalty in internet banking that measuree SQ and its effect on loyalty and word of mouth with by etrust respect to satisfaction and corporate image Previous research attended to loyalty only and limited to a few factors Whereas, this paper provides insights on related factors of WOM, trust and loyalty that is currently a part of black box in the marketing literature and internet banking context
کلیدواژهها
نویسندگان
Monireh salehnia
Department of Management, Islamic Azad University of Iran, Branch of Birjand
Maryam Saki
Department of Management, Islamic Azad University of Iran, Branch of Birjand
Alireza Eshaghi
Department of IT, supreme Audit Court of Iran, Birjand
Nafiseh Salehnia
Ferdowsi university of Mashhad, Iran, Mashhsd
شیوه ارجاع
salehnia, Monireh and Saki, Maryam and Eshaghi, Alireza and Salehnia, Nafiseh,1393,A Model of E-Loyalty and Word-Of-Mouth Based on E-Trust in E-BankingServices (Case Study: Mellat Bank),8th International Conference on e-Commerce with focus on E-Trust,Mashhad
ارائهشده در
مجموعه مقالات نهمین کنفرانس بین المللی تجارت الکترونیک با رویکرد بر کسب و کار الکترونیکی26 فروردین 1394 · مشهد