Factors Affecting Customer Loyalty of Using Internet Banking in Iran

This study tries to develop a model depended on the utilization of Information System, with the purpose to examine factors effecting customer loyalty in the direction of Internet banking websites. The study also tries to recognize the key factors among those examined: service quality, observed value, trust, and reputation of the bank. According to the findings, trust, habit and reputation are found to have a remarkable effect on customer loyalty in the direction of individual Internet banking websites in Iran. As compared to trust factors, reputation is the strongest effect. The results also showed that service quality observed value is not remarkably related to customer loyalty. Service quality is found to be an important factor in effecting the adoption of the technology, but did not have a remarkable effect in keeping of customers. The findings have assuming that the internet banking supporters on the areas to be focused on in keeping their customers.