Effect of Innovativeness and Emotion on Customer Satisfaction of E-Banking Services: (Case study: Branches of Tejarat Bank in Kermanshah, Iran)

Development of new phenomena such as electronic banking has changed individualsʹ attitude toward organizations. Although e-banking services have gained a lot of attention, many consumers are still not willing to use them. Since e-banking services are a competitive advantage for banks, it is useful to know the core factors affecting the use of e-banking services. All banks look to attract customers and increase their satisfaction to sustain their productivity and efficiency. With the intense competition in banking systems, customer satisfaction has become more important issue in customer marketing. For customers, it is the realization of their ‘Anywhere, Anytime, Anyway’ banking dream. This has prompted the banks to embrace technology to meet the increasing customer satisfaction. Customer satisfaction can be correlated with a number of factors. The main objective of this research is to investigate the effect of innovation and emotion on customer outcome variables such as satisfaction. The research was conducted among 384 customers using a comprehensive questionnaire. To examine our conceptual model, we used the structural equations modeling (SEM) approach using AMOS software and found that consumer innovativeness and emotion are significant antecedents of service quality, perceived benefits, trust and risk perception of service. These important factors will influence bank consumer satisfaction. Our findings can lead financial institutions managers to understand all basic needs for customer satisfaction in an electronic environment.