Financial and Banking Strategic Studies

Modeling and evaluating customer satisfaction with E-service quality in Sepah mobile banking

Document Type : Original Article

Authors

Farbod Fakhreddin 1
Farbod Fakhreddin 2

1 Department of Business Administration, Payam Noor University, Tehran, Iran.

2 PhD in Business Administration, Department of Management, Payame Noor University, Tehran, Iran

https://doi.org/10.22105/fbs.2025.503133.1148
Abstract
Purpose: With the increasing competition among banks in Iran, enhancing the quality of E-banking services has become a strategic necessity. This study aims to design and evaluate a customer satisfaction model for e-service quality in Sepah Mobile Banking.
Methodology: This study adopts a mixed-methods approach, comprising qualitative and quantitative phases. In the qualitative phase, semi-structured interviews were conducted with 10 experts in Sepah Bank's E-banking sector, and thematic analysis was applied to identify key dimensions of e-service quality, which served as the basis for the proposed model. In the quantitative phase, survey data were collected from 387 Sepah Bank customers, and the model was validated using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess both measurement and structural components.
Findings: The results indicate that five key dimensions, responsiveness and support, functionality, reliability, design, and ease of use, significantly influence customer satisfaction and contribute to customer loyalty in Sepah Mobile Banking.
Originality/Value: Unlike previous studies that primarily relied on generic service quality models, this research develops a tailored theoretical model for customer satisfaction with Sepah mobile banking's E-services. Besides, the findings provide valuable insights for Sepah Bank managers to enhance E-service quality and achieve a sustained competitive advantage.

Keywords

Service quality
Customer satisfaction
Customer loyalty
Mobile banking
Sepah bank

Subjects

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Financial and Banking Strategic Studies
Volume 2, Issue 4
Winter 2025
Pages 267-279

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