بررسي تاثير كيفيت خدمات الكترونيك بر رضايت‌مندي و قصد خريد مجدد مشتريان

Analyzing the Effect of E-Service Quality on Satisfaction and Intention to Re-Use (Case study: Bank Mellatʹʹs E-Payment Co

چكيده با توجه به اين كه در سال‌هاي اخير خريدهاي اينترنتي و استفاده از خدمات اينترنتي داراي رشد سريعي بوده است ،كساني كه از اين كانال ارتباطي به‌عنوان ابزار بازاريابي و فروش كالاها و خدمات استفاده مي‌كنند دريافته اند كه تحويل و كيفيت خدمات به‌عنوان ابزاري با اهميت در اين محيط تلقي مي‌شود. نبودن يك ابزار مناسب براي اندازه‌گيري اين خدمات باعث سردرگمي ارايه دهندگان خدمت مي‌شود. پس به‌كارگيري يك ابزار مناسب براي اندازه‌گيري و مديريت راهبرد كيفيت خدمات ضروري به‌نظر مي‌رسد. مقياسي كه براي اين منظور طراحي شده مقياس اي-اس-كوال است كه براي اندازه‌گيري كيفيت خدمات وب سايت هاي خرده فروشي طراحي گرديده است. بدين‌منظور در اين پژوهش تناسب الگوي اي-اس-كوال در شركت پرداخت الكترونيك ملت مورد بررسي قرار گرفت و سپس رابطه كيفيت خدمات بر اساس اين الگو و قصد خريد مجدد مشتريان بررسي شد.

Abstract Today, electronic banking services are growing and the use of electronic banking services is almost epidemic .Therefore, offering services with high quality has become a competitive advantage. This study investigated the effect of electronic service quality on customer satisfaction and intention to re-use of electronic banking services of Bank Mellat. For this purpose, a model of electronic service quality is used to investigate the effect of these services on customer satisfaction and loyalty. Type of this study is Descriptive – survey. Statistical Society is users of the Bank Mellat website. Theatrical contents collected from library and internet .The data obtained from a combined questionnaire. In this study, structural equation (confirmatory factor analysis and path analysis) is used for data analysis and hypothesis testing. Results indicates that first the applied model is a theoretical model that strongly predict an effect from quality of electronic services on satisfaction. Secondly, the effect of exogenous variables means efficiency, privacy and responsiveness on satisfaction was proved. But effect of availability, fulfillment and contact was not confirmed. Finally the effect of satisfaction on intention to re-use was confirmed. Keywords: Electronic Banking; Electronic Service Quality; Satisfaction; Intention to Re-Us