The study of the relationship between perceived quality of electronic services and Melli bank customers’ citizenship behavior in Ilam Province

Abstract

The miraculous development of communication and information technology and its application to increase the speed and quality of provided service are the characteristics of the present century. In fact, it can be said that e-banking is one of the achievements of e-commerce and due to the increasing growth of e-commerce size in world and business’s need to do simple, fast and accurate banking operation to transfer financial resources, e-banking has an essential role in e-commerce. Customer’s citizenship behavior is related to the extra role behavior. The customer’s voluntary job and even customer’s citizenship behavior as a social behavior agree to suggest a means to service organizations in which a competitive edge can be achieved without any cost. The present study has been developed to examine the relationship between perceived quality of e-service in bank and national bank customer’s citizenship behavior in Ilam province. This study includes 196 national bank customers of Ilam province, who were obtained through sampling formula Cochran. Data collection method was done by standard questionnaire of Bivegant (2008) which covered the questions related to the customer’s citizenship behavior and the questions related to the perceived quality of bank's electronic services was developed by the researcher and were confirmed by eight certified teachers. Cronbach's alpha was used to assess the reliability of the questionnaire which its amount for customer’s citizenship behavior was 0.835 and for perceived quality of electronic services was 0.823 which indicates the high reliability of the questionnaire. The structural equation model (Lisrel) was used for data analysis. The results indicated a significant and positive relation between the perceived quality of e-service in bank and customer’s citizenship behavior while the relationship between the dimensions of perceived quality of electronic services was one-way and without balance. Also, only three dimensions of speed of services providing, responsiveness and reliability of services providing on customer’s citizenship behavior show the positive and significant relationship and there is no meaningful relationship between other two dimensions namely the service variety and ease of electronic services providing on customer’s citizenship behavior.