Bank Reputation in E-Banking, A study of the effect of E-Banking Service on Bank Reputation(Case of: Melli Bank customers

In today’s very competitive world gaining competitive advantage is bound to arranging products and services of companies and businesses in accordance with customers’ needs. For this purpose, gaining reputation in E-service can be quite helpful. Thus the goal of the present research is studying the effect of E-Banking Service on Bank Reputation. So a coherent collection of structures were designed based on Theoretical framework of marketing and Ebanking.Then a questionnaire was designed to evaluate these variables and at last with certainty of Validity and reliability of measurement tools, was administered among 260 of Iran Melli Bank customers. The collected data were analyzed by AMOS and SPSS softwareprograms. Results of research model showed that E-Banking Service affects Bank Reputation and research main hypothesis is confirmed. It was also revealed that two of E-banking service dimensions, i.e. efficiency and privacy have significant relationship with bank reputation butthe dimensions of requirement fulfillment and accessibility have no significant relationship with bank reputation, so research hypotheses in this field are not confirmed. Researchers’ suggested model can be used for improving policy making and operation and help banks to offer more customer based and developing E-competitive advantage

کلیدواژه ها:

E-Banking Service ، Bank Reputation and Melli Bank