A study of influencing factors of customer satisfaction in continuing use of Internet Banking- case study: Mellat Bank

With the rapid development of the Internet and Electronic Commerce, banks have intended to promote the use of e-banking among their customers. This research examines the continuing use of Internet Banking among Mellat Bank Customers. Effort has been made to deal with the subject from two aspects; firstly, recognition of affecting factors, and secondly the relationship between each factor and the customer satisfaction in continuing use of Internet Banking.For this purpose, after studying previously conducted surveys, the influencing factors were drawn, and using the expert opinions, 11 factors were picked out. Then the customer's data were collected using questionnaires, and were analyzed by Binomial Test and Pearson Correlation Coefficient. It revealed that 4 factors of Security, Ease of Use and Perceived Usefulness and Quality of Website were of the most influence respectively.Finally, basis on the acquired influencing and Technology Acceptance Model (TAM) a model for examination of the factors affecting the customer satisfaction in continuing use of Internet Banking was complied which can be employed for future researches.

Keywords:

Electronic Banking , Internet Banking , Customer Satisfaction , Technology Acceptance Model (TAM)