نوع مقاله : مقاله پژوهشی
نویسنده
کارشناس ارشد مدیریت بازرگانی، بانک آینده، مشهد، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
This article has been conducted to investigate the impact of electronic banking services on customer loyalty with an emphasis on the role of trust in the branches of Bank Ayandeh Mashhad. The statistical population of this research includes all the employees of Bank Ayandeh Mashhad branches, which amounts to 407 individuals. Data has been collected through three standard questionnaires regarding electronic banking services, customer loyalty, and trust, and the questionnaires have been distributed to individuals online. Descriptive and inferential statistical methods have been employed for data analysis, and the SPSS and PLS software have been used for calculations. The results indicate that electronic banking services have had a significant impact on customer loyalty, customer trust, and the mediating role of trust in the branches of Bank Ayandeh Mashhad
کلیدواژهها [English]
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