Investigating the Impact of Combining Traditional and Online Factors on Customers’ Trust in E-Banking and E-Commitment (The Case of Customers of Mellat Bank, Shiraz Branch)

Nowadays, new technologies have changed the methods of serving customers in many service organizations. Service in the banking industry has been influenced by International Communication Technology (ICT) developments in essential ways. Nowadays the importance of websites and their unique features in provision of services to customers is increasing. However, traditional methods of banking with direct contact with customers have retained their value. In this regard, the present study suggests a model that is a combination of traditional and online factors influencing customers’ trust in e-banking and e-commitments. For this purpose, a questionnaire based on Likert scale was administered among 383 customers of Mellat Bank, Shiraz branch who were randomly selected for this purpose. Data analysis was carried out using descriptive and inferential statistics through utilizing statistical software AMOS20. Finally, by using this software, the fitted research model is obtained. Results show that traditional banking features and those of websites have equal impacts on consumer’s trust in e-banking which increases e-commitment.