EFFECT OF QUALITY OF INTERNET BANK SERVICES ON BRAND EQUITY: CASE STUDY OF MASKAN BANK IN RASHT CITY
Abstract. The goal of this study is assessment of the effect of internet bank services quality on brand
equity. Current research is descriptive and regarding goal it is applied one. Regarding data collection it is counted a survey study. Tool of data collection in this research is questionnaire that includes 35 questions for assessing the whole variables of research. For assessing variables, likert 5 item spectrums are used. Validity of questionnaire was considered and approved by viewpoint of professors and experts and its reliability was approved by using cronbach alpha. Statistical society of research are all real customers of Maskan bank in Rasht city that has account in Maskan bank and use internet bank services for three years since the beginning of 2015 to the end of December in 2017. Sampling in current research was chosen through available improbable method. For analyzing data, partial least square method was used by using SMART PLS 2 software. Result showed that quality of presenting and output quality has meaningful effect on reliance and customer satisfaction. Also reliance and satisfaction have meaningful effect on customer’s loyalty and finally loyalty has meaningful effect on brand equity
Keywords: Brand Equity, Service quality, Internet bank, Structural equation modeling
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