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Title

FACTORS'S INFLUENCE ON CUSTOMER COMMITMENT IN ELECTRONICS BANKING: USING KASSIM ELECTRONIC BANKING MODEL IN BANK OF TEJARAT IN MASHHAD CITY

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 Start Page 105 | End Page 114

Abstract

 This paper aims to investigate and extend the trust-relationship commitment model to an INTERNET banking setting .The paper shows that in testing whether attraction might be related to belief in and use of the INTERNET banking, this research sampled 276 bank customers’ responses via a cross-sectional survey in mashhad, IRAN.The findings in the paper indicate that trust, shared value and attraction have significant positive impact on commitment. So on both communication and opportunistic behavior have significant positive impact on trust. This research shows that, communication has positive impact on trust.Thus, management attention might be fruitfully focused on the development of such beliefs on the part of the users.Similarly, banks may consider offering a low-cost service by passing on some of their gains from reduced operating cost to customers. This may lead to better customer loyalty towards the service.

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