Identifying the relationship between corporate image and relationship marketing with customers intention to use internet banking services with emphasis on trust as an intervening variable (Case study: Mellat Bank)

With the advent of e-commerce, many economic and industrial sectors have more or less been affected by this promising technology. Nevertheless, the influence of e-commerce in banking industry has been unique. Today, use of internet banking, is more of a necessity than an advantage, and banks have to provide electronic services to survive and reduce expenses. But it seems that these services have not been accepted as they deserve. Given this issue and by studying the factors influencing the acceptance of internet banking, it was found out that corporate image and relationship marketing can greatly influence customer intention to use internet banking services. In fact, these two factors increase customer trust, and trust is a variable with a vital role in the acceptance of internet banking. The aim of this research is to identify the relationship between corporate image and relationship marketing with customer intention to use internet banking services. In this research, with the sample survey method, a sample consisting of 384 Mellat Bank customers who use this bank s internet banking, with the use of confirmatory factor analysis and linear structure equation of LISREL software were studied. Research findings show that corporate image and relationship marketing have a positive relationship with customer trust. Also, trust has a positive relationship with customer intention to use internet banking services

Keywords:

intention to use , internet banking , corporate image , relationship marketing , trust