Evaluating and Ranking the Quality Components of E-Services Affecting Customer Satisfaction and Intent

Monitoring and then improving the quality of e-banking services are considered as major factors in creating competitive advantage for banks and satisfaction and customers' intention to use.Considering the increasing competition between banks, the improvement of the quality of service of electronic banking tools is essential as an important approach in attracting, satisfying and intenting customers. For this purpose, the research questionnaire was designed based on the researches of Zahir and Narsikara (2016) and the E-S-QUAL and E-RecS-QUAL models of Parasuraman et al. (2005). The statistical population of this study was the users of automated teller machines of Mellat Bank of Bushehr city which Using cluster sampling, 384 people were selected. Amos software was used for confirmation and explaining of conceptual model of the research. Also t-test in SPSS software was used to analyze the gap between perceptual viewpoints of customers (current situation) and their expectations from the optimal situation, after weighing using the network analysis process. Communication aspects, service compensation, availability, responsiveness, efficiency, implementation and privacy had the greatest gaps between the expectations and perceptions of customers. The permanent liquidity in organization, responsibility in promised services, appropriate geographical scope and convenient access to ATMs was the most important factors among all indicator