EFFECTS OF ADOPTION AND SATISFACTION ON WORD OF MOUTH IN THE INTERNET BANKING OF IRAN

Abolfazl Alizadeh (), Samaneh Saghebi, Tahmineh Habibisenobari and Mohammad Mohammadzaheri
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Abolfazl Alizadeh: Human Resource Management Student, Lorestan University, Khorramabad, Iran
Samaneh Saghebi: Master of Business Administration, Islamic Azad University, Neyshabour, Iran
Tahmineh Habibisenobari: Master of Industrial Management, Ferdowsi University, Mashhad, Iran
Mohammad Mohammadzaheri: Human Resource Management Student, Lorestan University, Khorramabad, Iran

Journal of Internet Banking and Commerce, 2018, vol. 23, issue 03, 01-30

Abstract: The Internet Banking is the new method with significant growth in the banking industry because it offers better services to customers and the cost of providing services in banks has also been reduced. The purpose of this study is to investigate the relationships of adoption, satisfaction and Word of Mouth in the internet banking users in Iran. Data was collected by conducting a field survey questionnaire completed by 385 users of internet banking service of Iran's private banks. Structural equation modeling was used to analyze data and test research hypotheses. Findings indicated that Ease of use, Website content, Accessibility, Privacy, Transmission speed, and Security have positive effects on the Internet Banking Adoption. And Internet Banking Adoption leads to increased Satisfaction and Word of Mouth. Furthermore, research limitations and future directions have been discussed in the last section.

Keywords: Internet Banking Adoption; Satisfaction; Word of Mouth; Service Quality (search for similar items in EconPapers)
JEL-codes: A11 (search for similar items in EconPapers)
Date: 2018
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