A case study on costumer loyalty in electronic banking

Electronic banking has become a popular service branch by the development of technology and usage of internet in every step of life. E-banking show great similarities with e-commerce terms of firm and customers' attitudes. Nowadays, in order to increase the customers' satisfaction and obtaining customers' loyalty by ensuring a long term relationship with customers is the most important strategy for firms and banks the important financial intuitions. There is a not significant difference in product or service diversity among the banks because of globalisation. Instead, they try to create difference by their quality of services and customer satisfaction. This study mentioned these dimensions and showed that how these factors affect the customers' loyalty in banking sector. The sample of the research consists of customers who use e-banking and the data was gathered by questionnaires .The questionnaire was administrated to 500 customers. Key Words: Bank, banking, e-banking, customer satisfaction, service, service quality, loyalty, structural equation modelling