A Model For E-banking Trust In Iran's Banking Industry

One of the crucial factors affecting success of e-banking services is customers's trust. Acquiring customer trust depends on different variables that an e-banking struggles to control. This research aims to explain and clarify the inter-relationships and the interaction effects among customer's online trust and other relevant factors such as satisfaction and loyalty in e-banking. We developed a model of customer's trust in e-banking industry based on the outcomes of previous researches and semi-structured interviews with experts in e-banking services. To examine the model a descriptive survey was applied. The survay sample population consisted of 405 randomly taken e-banking service users in the city of Tehran, according to a cluster random sampling skim. An important part of the results revealed Trust bliefs relate directly with satisfaction and loyalty among e-banking customers.

کلیدواژه ها:

trust ، satisfaction ، loyalty ، e-commerce ، e-banking services