Electronic banking services and customer loyalty: An analysis of the mediating role of trust in the branches of Ayandeh bank in Mashhad

Khorsandi Shamir, Hamid

doi:10.22034/necsbm.2024.442624.1042

Electronic banking services and customer loyalty: An analysis of the mediating role of trust in the branches of Ayandeh bank in Mashhad

Document Type : Original Article

Author

Hamid Khorsandi Shamir

M.A in Business Management, Ayandeh Bank, Mashhad, Iran.

10.22034/necsbm.2024.442624.1042

Abstract

This study examines the impact of electronic banking services on customer loyalty, emphasizing the mediating role of trust at the Ayandeh Bank branches in Mashhad. The statistical population includes all 407 employees of Ayandeh Bank in Mashhad. For data collection, three standard questionnaires related to electronic banking services, customer loyalty, and trust were used. Data analysis was conducted using descriptive and inferential statistical methods, particularly structural equation modeling with SPSS and LISREL software. The results indicated that electronic banking services have a positive and significant impact on both customer loyalty and their trust. Additionally, trust plays an important mediating role in enhancing customer loyalty. In other words, the greater the customers’ trust in electronic banking services, the higher their loyalty is likely to be. These findings highlight the importance of building and maintaining trust in electronic banking environments to strengthen customer loyalty and can serve as guidance for banks to improve customer relationships and increase their competitiveness in the market.

Keywords

Electronic banking services

customer loyalty

trust

electronic commerce

Subjects

Management

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