بررسی تأثیر عوامل پذیرش بانکداری الکترونیکی بر تبلیغات دهان‌به‌دهان با تأکید بر نقش واسطه‌گری رضایت و وفاداری مشتریان (مورد‌مطالعه: شعب بانک اقتصاد نوین شهرستان شیراز)

Banking has always been known as a specific informational activity, especially in recent decades that information technology has strongly influenced the electronic banking (e-banking) industry. The appearance of e-banking services extendedly changes the base of financial services offered to customers. By providing this service, banks can significantly save costs, and reduce the number of branches and employees work in line and staff organization. Moreover, the development of e-banking should be done with the aim of customer orientation and satisfaction in order to provide their loyalty, because the preservation and survival of any organization depends on its clients. In this regard, the present study studied the relationship between the adoption of e-banking customers and word of mouth advertising regarding the mediating role of customer satisfaction and their loyalty. Eventually, the data, factor and path analysis results applied to accept or reject the hypothesis. The result was the adoption of e-banking, speed, content and design, security and convenience, access among the other factors have an impact on customer satisfaction but the fees and charges do not. Also customers’ satisfactions have an impact on their loyalty and customers’ loyalty on the word of mouth advertising. Furthermore, the results of a single sample t-test showed that all of the e-electronic banking adoption factors in the eghtesade novin bank are on the desirable level. And according to Friedman test results, order of electronic components of banking adoption include fees and charges, speed, content and design, security and confidentiality and access.