The relationship between the quality of online banking services and customer satisfaction according to the reputation of banks at the level of public banks in Rasht

Dissertation for Master's Degree (M.A)

Trend: Public Administration

Abstract

Online banking has caused an all-encompassing revolution in the entire communication system of the world, and like any other new technology, it has specific costs and issues such as system security and the possibility of unforeseen problems. On the other hand, there is a growing segment of customers who are technologically savvy and prefer the ease of technology-based service distribution systems to the provision of these services through bank employees. It is not easy to respond to the needs of customers with the traditional structure of the country's banks, and it is necessary to create the basis for acquiring appropriate technology. The purpose of this research is to examine the relationship between online banking quality dimensions and customer satisfaction according to Bankham's reputation (Seyd Javadin and Yazdani, 2014).

In this research, the 4-dimensional analytical model of Han Baeksung has been used, which has the following dimensions: 1- network security 2- ease of use and easy access 3- trustworthiness and reliability 4- responsiveness to customers which are independent variables of this research and reputation Advertisement of banks is a moderating variable and the most important variable of this research is customer satisfaction, which is considered as our dependent variable. In this research, the relationship between independent and dependent variables is examined. Customer satisfaction, which is defined as the general attitude related to a product or service, is more than just acquiring and using it, which is an evaluative judgment, more than choosing, which is the result of a special selection in buying and experiencing its use or consumption.

In this research, a descriptive method has been used, and the field data collection method and the data collection tool are questionnaires and the statistical population is considered to be unlimited. And the sample is 429 people using Cochran's formula. The data analysis method was done by regression method and using SPSS 18 software.

The obtained results indicate that there is a direct relationship between the dimensions of online banking service quality and customer satisfaction with regard to the moderating role of banks' reputation. According to the amount of betas, we conclude that the ease of use and easy access have a greater impact on customer satisfaction than other dimensions of service quality.

Key words: service quality, online banking, customer satisfaction, bank reputation

1 Introduction

The growing and expanding communication technology has created a revolution in various aspects of human life and the performance of organizations. This technology and working methods have changed people's attitudes towards organizations and governments and have created new industries, new jobs and creativity in doing things. The access of a large number of people in the world to the global Internet network and the expansion of electronic communication between people and different organizations through the virtual world has provided a suitable platform for establishing commercial and economic relations. Iran is a young country in the field of electronic commerce and banking, and it has a long way to go before reaching an acceptable destination. The introduction of new technology in these two fields has raised new needs in the processing of data exchange, suitable tools and infrastructure for its implementation, as well as how to provide new banking services. Considering the traditional methods available in the country's banks and the inadequacy of these methods in providing new services, the preparation of the required infrastructure in banks is one of the necessities that fortunately has been noticed by the authorities, and extensive activities are being carried out in the country's banking system to provide electronic banking and other modern banking services (Sidjavadin, 2015, 30).

Web-based services (online) have grown significantly in the last several years. In the banking industry, the Internet is used as a tool to provide online services. Online banking services are another way to investigate the consequences of service or call center to increase the number of customers. Online banking helps banks to establish a close relationship with their customers and maintain this relationship, and to reduce data and expenses and provide greater financial efficiency. From the customer's point of view, banking services have advantages for customers, such as progress control, ease of use, and lower costs for interactions.

The quality of online services is one of the key topics for customer satisfaction.In recent years, several banks are trying to provide high quality online services to satisfy their customers. In order to achieve such benefits, organizations must be aware of customer expectations and quickly identify problems with warning mechanisms and react appropriately and constructively to them. According to most experts, the surest way to achieve success is to remain in the minds of customers, and this can only be achieved in other quality products and services (Donnelly et al., 2006).[1]

1-2 statement of the problem

One of the distinctive features of human societies in today's world, which is affected by rapid progress and development. It is to complicate cultural, social and economic issues and problems. The stability, preservation and survival, progress and development of these societies is possible only through solving the problems in the best possible way. In this regard, the best way to realize this in the organization is to know the interests, needs, demands and to be aware of the needs and demands of the customers who benefit from the services of the organization in some way and by purchasing and enjoying the services, they cause the survival of the organization and create benefits for it. As stated, the role and importance of customers in companies and organizations due to the direct influence they have on the growth and survival of the organization in the market, as well as the style of benefits they have for them, has led to the fact that today, from a philosophical point of view, the need to obtain customer satisfaction is understood and accepted, and in all units of the organization, they should be oriented towards the customer, and the direction of their activities should be the customer and customer satisfaction. (Dostar, 2015, 225)

Online banking services have grown significantly in the last few years in our country, but the lack of some infrastructures in various dimensions has slowed down these activities, and considering that customers are the most important pillar of banks' survival, it is not possible to meet the needs of customers in a competent manner. (Bahrinejad, 1387, 1) As service institutions, banks are obliged to take effective steps to fulfill the needs of customers and align themselves with the needs of society. (Shahrestani, 1387, 1)

Most online banks are oblivious to the opinions and expectations of their customers. Therefore, in order to have high customer satisfaction, banks need a strong emphasis on correcting and checking the quality of their services (Roud and colleagues, 2008) [2]. Customer satisfaction, which is defined as the general attitude related to a product or service after its acquisition and use, which is an evaluative judgment after selection, which is the result of a special selection in purchasing and experiencing its use or consumption. (Moven and Minor, 2016, 325).

Important quality dimensions in online banking are taken into consideration by customers and ultimately lead to customer satisfaction and increase their loyalty. In a highly competitive environment, online banking must provide all services and support facilities and quick response to support its customers in order to maintain and even increase the share of customers. Convenience and ease of use in transactions and providing necessary information, paying more attention to customers, network availability and creating a system of complaints and criticisms can have a significant effect on customer retention and customer satisfaction [3]. (Baiver et al., 2008, 158)

Statistics show that the provision of services with appropriate quality reduces the error rate by 50% and also increases the profitability by 80%, so a wide range of appropriate services and increasing the quality of services can transform the online banking process.

The dimensions of service quality identified in online banking can include various items Sentence:

Network security includes the security of the payment system and security in the transfer of funds.

It is easy access and use and ease in the transaction process.

Responsiveness that includes the readiness of employees to provide a good and quality service.

The ability to trust and rely on or the physical functioning of the system is available to customers 24 hours a day online and works well.

Among these, one of the factors Influential in customer satisfaction and loyalty is the ability to trust the banks' brand. In fact, when customers do not have the possibility to compare the services of different banks, they usually use what they have, such as the image or brand of the banks, to make a decision. Therefore, the tangible characteristics of the bank along with its intangible characteristics should be considered in the studies.