Title: Designing the impact pattern of electronic service quality through perceived value and electronic trust on customers' electronic commitment (case study of customers of different branches of Mellat bank in Shiraz)

Authors: Z. Saneian; M. Seify; A. Joukar

Addresses: Department of Economics and Management, Yazd University Yazd, Iran ' Department of Administrative Sciences and Economics, Isfahan University, Isfahan, Iran ' Department of Administrative Sciences and Economics, Isfahan University, Isfahan, Iran

Abstract: The aim of the present study is to investigate and design the impact pattern of electronic service through perceived value and the customers' trust in the banking industry. The research sample population consists of all the customers of different branches of Mellat Bank in Shiraz, Iran. According to the analysis of structural equations, out of this sample population, 383 customers of different branches of the Bank were randomly selected. Its validity was accepted and its reliability was approved through Cronbach's Alpha with the value of 0.92. In order to conduct a research data analysis, structural equation modelling technique was applied through software Amos20. The results indicated that electronic service quality and its aspects have a positive and significant effect on the perceived value but a negative effect on electronic trust and also electronic trust has a positive effect on electronic commitment while, perceived value has a negative effect on electronic commitment.

Keywords: electronic commitment; electronic services; e-services; online services; service quality; electronic trust; perceived value; case study; customer perceptions; bank branches; banking industry; Iran; financial services; structural equation modelling; SEM.

DOI: 10.1504/IJECRM.2015.074191

International Journal of Electronic Customer Relationship Management, 2015 Vol.9 No.4, pp.220 - 239

Received: 26 Aug 2014
Accepted: 22 Sep 2015

Published online: 13 Jan 2016 *

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