Paper Information

Title:  POSITIVE WORD-OF-MOUTH IN E-BANKING
Type: SPEECH
Author(s): GHAFARI ASHTIANI P.,ABBASI MARYAM,CHARESTAD P.
 
 
 
Name of Seminar: INTERNATIONAL CONFERENCE ON BANKING SERVICES MARKETING
Type of Seminar:  CONFERENCE
Sponsor: 
Date:  2009Volume 1
 
 
Abstract: 

Using the Internet in financial sector that is called electronic banking is increasing continuously. One of the important factors in spreading of e-banking is Word-Of-Mouth (WOM). In recent years marketing practitioners have focused on WOM due to its important effects on consumers behaviors. Word-of-Mouth has been recently considered to be one of the most powerful forces in marketplaces, especially in the case of novel and innovative products and services such as electronic banking. Because of the special nature of services Le. Intangibility, stationary and inseparability, encourage customers to rely on advice and approach of others. When adviser and service provider are different from each others, customers encourage relying on wom in their purchase decision making. Many factors influence WOM. In this paper that was done in Arak, 370 customers how use e-banking services were considered, and direct and indirect factors that affect WOM were studied. Trust, satisfaction and loyalty consider as direct factors and usability considers as an indirect factor. The results show that loyalty and trust have positive effect on WOM. Also e-banking usability has positive effect on customer satisfaction. But results didn't confirm effect of trust on loyalty and effect of satisfaction on positive WOM.

 
Keyword(s): E-BANKING, WORD-OF-MOUTH, TRUST
 
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