The Effect of Electronic Service Quality on Customers Behavioral Intentions

Maliheh Teimouri, Nour Mohamad Yaghoubi, Mehdi Kazemi

Abstract


Considering the increasing role of service organizations in various areas of economic and the importance of quality in competitive areas, service quality is known as one of the strategic levers and key axes in competition scene. In this way and in order to evaluate and improve their service quality, service organizations must identify their customers' needs and expectations, investigate the confidence and satisfaction level of their customers at specified period of time, and do their best to improve their services. If organizations can provide, retain, and increase customer satisfaction and confidence, they will be equally successful. Investigating the relationship between electronic service quality and customers behavioral intentions was the aim of this study; electronic satisfaction and confidence were studied as intermediate variables. This is an applied research and in terms of data collection method, the study is descriptive. To assess data, a 5-option Likert type questionnaire was used. Statistical population includes customers of electronic banking service in Tejarat Bank of Zahedan and sample size was estimated as 275 individuals selected by simple random sampling method. Structural equation modeling and LISREL software were used for data analysis. Results show that variables of confidence and satisfaction play mediator role in relation to electronic service quality and behavioral intentions; they also have significant positive effect on customer behavioral intentions.


Full Text: PDF DOI: 10.5539/ijms.v4n2p179

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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