Pages: 72-84

Abstract

The main purpose of this study is investigating the impact of electronic service quality on word of mouth and loyalty with regarding mediating role of relationship quality in banking industry. We proposed 9 main hypotheses and 6 sub-hypotheses (for investigating mediating role of variables) according to conceptual model. The data were collected in a sample of 390 in Qavamin bank in Tehran by questionnaire. The research is based on structural equation modeling (SEM) and for analyzing the data we applied PLS software. The findings of research indicate that customer brand identification caused brand trust, service quality and perceived value develop and increase loyalty toward bank brand, but perceived value does not impact positively brand loyalty. The findings of this paper help managers for comprehensive understandings of loyalty and relationship quality, and importance of electronic service quality, because nowadays the transactions and being successful are based on relationship.