Investigating the relationship between the provision of electronic banking services and the satisfaction of customers of Melli Bank branches in Gilan province

Academic Thesis for Master's Degree

Field: Business Management. International Marketing Trend

Abstract

The success of all organizations and institutions, whether manufacturing or service, for-profit or non-profit, governmental or non-governmental, is influenced by several factors, one of the most important of which is customer satisfaction in order to achieve excellence in business. It is believed that customer satisfaction will influence their future reactions towards the organization. Customer satisfaction is achieved when the company's performance can meet the buyer's expectations. If the performance is less than the expectations, the customer will be dissatisfied and if the performance is equal to the expectations, he will be satisfied. If the performance exceeds the expectations, he will be very pleased and refreshed.

Many factors can affect customer satisfaction, one of the factors affecting customer satisfaction is the service discussion, and the present research examines the relationship between providing services in the form of electronic banking and customer satisfaction at National Bank branches in Gilan province.

The research method is descriptive. The selected statistical population is all customers of National Bank branches in Gilan province, 200 samples were selected as samples through non-probability sampling. A questionnaire was used to collect data. In order to analyze the data, Pearson correlation was used.

According to the obtained results, it was observed that there is a relationship between the provision of electronic banking services and the satisfaction of customers of National Bank branches in Gilan province, and the intensity of correlation between the two variables is +52.5%, which indicates a direct relationship between the two variables. On the other hand, the coefficient of determination between two variables is equal to 0.275, which shows that providing electronic banking by 27.5% can predict customer satisfaction.

Introduction

The success of all organizations and institutions, whether manufacturing or service, for-profit or non-profit, governmental or non-governmental, is influenced by several factors, one of the most important of which is customer satisfaction in order to achieve To excel in business. It is believed that customer satisfaction will influence their future reactions towards the organization. Customer satisfaction is achieved when the company's performance can meet the buyer's expectations. If the performance is less than the expectations, the customer will be dissatisfied and if the performance is equal to the expectations, he will be satisfied. If the performance exceeds the expectations, he will be very pleased and happy.

The increasing development of information and communication technology has brought many achievements to the human society and has had a tremendous impact on people's lives as well as their behavior and social relations. One of the most important achievements that has led to an increase in society's awareness is the ease of people's access to a large amount of various information. With the increase in the awareness of the people of the society, the needs of the society also increase. It is very important to examine the factors affecting mutual trust between customers and the banking system. In the banking system, customers are the main focus and in fact everything is to satisfy, attract and attract them. Therefore, in the competitive environment between banks, banks that can gain customer loyalty are more successful. A bank that uses today's technology in its daily processes can easily understand the needs of its customers, and in addition to meeting the needs of its customers today, it is also able to predict their future needs.

This chapter includes the statement of the problem, the importance and necessity of the research, research objectives, theoretical framework, research assumptions, conceptual and operational definition of the variables and the scope of the research.

1-2) Statement of the problem

One of the environmental factors affecting the customer organizations management experts consider customer satisfaction as one of the most important tasks and priorities of organizations' management and consider the necessity of constant and stable adherence of top managers to attract customers' opinions as the main condition for success. In fact, one of the prerequisites for the success of organizations and companies is placing the customer and trying to satisfy him at the top of the organization. Knowing the customer completely, putting him first and providing quality services are among the factors of success in today's business market.. This means that the customer is no longer a mere buyer of goods or services, but an active and influential member in all business activities. Therefore, having a new strategy, paying attention to the important points in establishing, maintaining and expanding relationships with customers and trying to satisfy them at all stages increases the efficiency and effectiveness of an organization in realizing customer-oriented goals and will bring a base of loyal customers in the long run. The words customer and customer satisfaction in service organizations, especially banks, become doubly important due to their complete dependence on customers for survival. The provision of various banking services in order to retain existing customers and attract new customers and ultimately gain a greater share of the banking competition market is an expression of this importance.

The success of all organizations and institutions, whether manufacturing or service, for-profit or non-profit, governmental or non-governmental, is influenced by several factors, one of the most important of which is customer satisfaction in order to achieve excellence in business. (Nouralsana and Saqai, 2007, 2008) It is believed that customer satisfaction will influence their future reactions towards the organization. including readiness and enthusiasm for reuse, willingness to recommend to others and willingness to pay the price of the product without haggling or trying to find suppliers who offer the same product at a lower price. If the performance is less than the expectations, the customer will be dissatisfied and if the performance is equal to the expectations, he will be satisfied. If the performance exceeds the expectations, he will be very happy and cheerful. (Cutler and Armstrong, 2004, 2004) Customer satisfaction is the level of satisfaction that the customer obtains due to the various characteristics of the product and is a source of profitability and a reason for the continuation of the organization's activity. (Paulin and others, 2006, 907)

Electronic banking is the creation of facilities to increase the speed and efficiency of the bank in providing banking services at any location desired by the customer and providing hardware and software facilities to customers that can use them to perform their desired banking operations at any hour of the day and night, 24 hours a day, through safe and diverse communication channels.

Electronic banking is a tool for service development It is banking, and as a result, it is offered in different models, methods and types according to the facilities and needs of the market, which include: Internet, mobile phone, fax machine, ATM, sales terminals, bank telephone (Fathiyan et al., 2018)

Therefore, what is important in this research is the answer to the question, "Is there a relationship between the provision of electronic banking services and the satisfaction of banks' customers?" 1-3) Importance and necessity Research

The customer is the key to the success of any organization and any economic business activity. The credibility of a successful organization is based on the long-term relationships of that organization with customers. The most key factor in obtaining customer satisfaction and loyalty is providing appropriate services. An organization that has planned one of its practical goals to provide appropriate services based on customer expectations and needs can be a successful organization by relying on other business principles. It is not possible to provide proper services except on the basis of knowing the needs, interests, facilities and expectations of customers. Collecting such information in an integrated manner helps the organization to provide appropriate services in accordance with the needs and expectations of customers. These customers turn to competitors to meet their needs and tell other potential customers about their dissatisfaction with full interest. (http://www.banktech.com

Services are the main pillar of the economy in today's societies, and banks as a service organization are responsible for guiding and supporting many of the economic activities of the society. In the meantime, what ensures the survival and continuity of the activity of financial institutions is the provision of services in a desirable, reliable and appropriate form so that they can satisfy the expectations and demands of customers and cause their satisfaction and loyalty.