The effect of customer experience of receiving electronic services on customer electronic loyalty with the mediating role of brand trust and electronic word-of-mouth advertising (case study: Bank Mellat)

 In order to provide effective financial and banking services, the use of information technology and the use of the Internet is inevitable, and the provision of banking services through electronic channels has increased competition in the banking industry. The purpose of this research is to investigate the customer's experience of receiving electronic services on electronic customer loyalty with the mediating role of brand trust and word-of-mouth advertising. This research is descriptive-survey in terms of practical purpose and data collection method. Its statistical population includes all the customers of Bank Mellat in Tehran, from which 379 people were selected by non-probability sampling. The data of this research was collected through a questionnaire (Yasin et al., 2020; Lee et al., 2020; Javed et al., 2019; Augusto and Torres, 2018). The validity and reliability of the questionnaire was confirmed through Cronbach's alpha. SPSS and Lisrel software were used in data analysis. The findings showed that customer experience has a positive and significant effect on brand trust and electronic word-of-mouth advertising. Customer experience, brand trust and electronic word-of-mouth advertising have a positive and significant effect on electronic loyalty. The results showed that customer experience indirectly has a positive and significant effect on electronic loyalty through brand trust and electronic word-of-mouth advertising.