EVALUATION AND RANKING OF THE FACTORS INFLUENCING THE QUALITY OF E-BANKING SERVICE

Abstract

In recent decades, the development of electronic systems such as the Internet has also affected the
banks and financial institutions. The World Wide Web has basically changed the customers'
expectations about the speed, accuracy, pricing and service, and in turn, availability, ease and speed of
service have created a competitive advantage for organizations, including public and private banks.
The present study is aimed to evaluate and rank the factors influencing the quality of e-banking service
based on both active and passive aspects. For this study, the model of Santos (2003) has been used.
The investigation scope covers late April to late December, 2013. It should be noted that the paper has
been accepted and presented in the Firouzkouh Branch of the Islamic Azad University. Furthermore, it
is an applied study using the descriptive-survey method. Therefore, a sample size of 384 subjects has
been determined based on the existing statistical population using the Krejcie and Morgan table,
among of which 384 questionnaires were distributed. Then, the collected data were analyzed by using
SPSS statistical software package. The results indicated that the 11 hypotheses of the research have
been accepted, including hypotheses associated with the variables of performance, reliability,
composition and structure, support, communication, security, motivation, content, appearance and ease
of use of the website, while the website links variable-related hypothesis has been rejected. Next, the
Friedman test was used to rank these factors; as the Freidman test results shown, the website support
was ranked as the highest, while the website content was placed at the lowest. Finally, the conclusion
and applied recommendations have been presented at the end.