Determining the Effect of Electronic Services Quality on Electronic Satisfaction and Positive Word of Mouth (Case Study: Different Branches of Shiraz Mellat Bank Customers

Electronic satisfaction and electronic services quality are regarded among main issues in globalizing electronic trade. Upon enterprising banking industry and products similarity, services quality is declared as competitive advantage and has a direct impact on customers' satisfaction. Services quality has a approximate connection with satisfaction in banking industry and product improvement increases customers' satisfaction probability which leads to behavioral result such as commitment, remaining desire, making a bilabiate link between service presenter and customer, increasing customers' tolerance toward fails in service presenting and positive advertisement about bank. This research objective is surveying the effect of services quality on electronic satisfaction and Positive Word of Mouth among Shiraz Mellat bank customers. For this purpose a questionnaire was designed and collected in Shiraz with 300 people sample mass among different branches of Shiraz bank that were available that time. And they were analyzed by structural equations modeling method and using Amos and SPSS software. Acquired results show that electronic services quality has positive effect on electronic satisfaction and electronic satisfaction has positive impact on word of mouth In addition electronic services quality has negative effect on word of mouth The results showed that electronic services quality has direct and positive effect on Word of Mouth directly.