Investigating the effect of internet bank quality on satisfaction, perceived value and trust and analyzing the results on loyalty (Study case: Mashhad City Bank)

Electronic banking services, which are closely related to information and communication technology, are among the most important factors in creating a competitive advantage for banks and attracting customers and their satisfaction. Therefore, the purpose of this study was to investigate the quality of Internet banking services on loyalty, customer satisfaction, perceived value and trust in Shahr Bank branches in Mashhad. This research is applied in terms of purpose and descriptive-survey in nature. The statistical population of the present study is all customers of Shahr Bank branches in Mashhad. From this statistical population, 384 samples have been considered by available sampling method. Data collection tools were King Shot et al. (2018) and Lionello et al. (2020). Convergent, divergent and factor analysis were used to assess the face validity from the experts' point of view and to evaluate the construct validity. Cronbach's alpha and composite reliability were used to measure reliability. The total Cronbach's alpha value was estimated to be 0.926, which is in the acceptable range. Data analysis was performed using structural equation modeling method and Smart PLS 3 software. The results showed that the quality of Internet banking affects customer satisfaction, perceived value and trust. On the other hand, the effect of internet banking quality, satisfaction, perceived value and customer trust on customer loyalty has been reported to be significant.