Evaluating the Effects of Internet Banking on Commitment,Trust and Attractive Uses of Electronic Services in Banking Industries: The Case of Eghtesad Novin Bank

This paper aims to examine the factors affecting electronic services in banking industry of Iran. These factors are linked to theories such as the trust-commitment theory. The findings indicate that both trust and attractive factors have a significant and positive impact on customer commitment. The factors such as reasonable prices, ease of use and reputation attract customer to use internet banking services. Other factors such as low perceive risks, successful performance and technology orientation increase customer trust. Moreover, they have a significant and positive impact on internet banking usage. Finally, communication has a significant and positive effect on customer trust.