Document Type : Original Article


1 Assistant Professor, Department of Management, Islamic Azad University, Branch of Arak, Iran

2 M.A. in Marketing, Islamic Azad University, Branch of Arak, Iran


Appearance of communication revolution and emergence of such phenomena as electronic data exchange, electronic commerce and electronic money exchange resulting from exploiting tools of communication revolution in inter-organizational transactions in supply chain, prepare new grounds for economic activities of commercial and non-commercial entities. Also in service market, increasing competition led to necessity of employing new channels for providing services. Present research tried to address the effect of perceived service quality on customers’ satisfaction, trust and loyalty using SERVQUAL model. To this end, after an introduction to general framework of the study, initially data were collected through library and field methods using descriptive-field methodology. Field data were gathered using a questionnaire with 28 items distributed to statistical population. Statistical population comprised all customers of Saderat Bank of Arak city. Completed questionnaires were analyzed using t-student statistic and LISREL software. Data analysis showed that website ease of use, website design and also customization of website had direct positive effect on satisfaction of bank customers.


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