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Determining the Effect of Electronic Services Quality on Electronic Satisfaction and Positive Word of Mouth (Case Study: Different Branches of Shiraz Mellat Bank Customers

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  • Ali Sanayei

    (University of Isfahan)

  • Afsaneh Jokar

    (University of Isfahan)

Abstract

Electronic satisfaction and electronic services quality are regarded among main issues in globalizing electronic trade. Upon enterprising banking industry and products similarity, services quality is declared as competitive advantage and has a direct impact on customers' satisfaction. Services quality has a approximate connection with satisfaction in banking industry and product improvement increases customers' satisfaction probability which leads to behavioral result such as commitment, remaining desire, making a bilabiate link between service presenter and customer, increasing customers' tolerance toward fails in service presenting and positive advertisement about bank. This research objective is surveying the effect of services quality on electronic satisfaction and Positive Word of Mouth among Shiraz Mellat bank customers. For this purpose a questionnaire was designed and collected in Shiraz with 300 people sample mass among different branches of Shiraz bank that were available that time. And they were analyzed by structural equations modeling method and using Amos and SPSS software. Acquired results show that electronic services quality has positive effect on electronic satisfaction and electronic satisfaction has positive impact on word of mouth In addition electronic services quality has negative effect on word of mouth The results showed that electronic services quality has direct and positive effect on Word of Mouth directly.

Suggested Citation

  • Ali Sanayei & Afsaneh Jokar, 2013. "Determining the Effect of Electronic Services Quality on Electronic Satisfaction and Positive Word of Mouth (Case Study: Different Branches of Shiraz Mellat Bank Customers," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 3(4), pages 103-111, October.
    • Handle: RePEc:hur:ijaraf:v:3:y:2013:i:4:p:103-111
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    References listed on IDEAS

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    1. Walsh, Gianfranco & Hennig-Thurau, Thorsten & Sassenberg, Kai & Bornemann, Daniel, 2010. "Does relationship quality matter in e-services? A comparison of online and offline retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 17(2), pages 130-142.
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    Cited by:

    1. Deepjyoti Choudhury & Dibyojyoti Bhattacharjee, 2018. "Satisfaction an Antecedent of Word-of-mouth among Electronic Banking Users: A Study on Salaried Employees," Jindal Journal of Business Research, , vol. 7(2), pages 135-154, December.
    2. Henry Ataburo & Abdul Samed Muntaka & Emmanuel Kwaku Quansah, 2017. "Linkages among E-Service Quality, Satisfaction, and Usage of E-Services within Higher Educational Environments," International Journal of Business and Social Research, LAR Center Press, vol. 7(3), pages 10-26, March.
    3. Vadivelu Tharanikaran & Sutha Sritharan & Vadivelu Thusyanthy, 2017. "Service Quality and Customer Satisfaction in the Electronic Banking," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(4), pages 1-67, March.

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