M.A. Thesis:

The impact of electronic service quality on customer satisfaction through verbal advertising

During the recent past decades, electronic services have attracted a lot of attention on the side of the researchers, due to their efficiency in satisfying customers and their strong effect on business issues. Service quality is considered a factor in evaluating the balance between customers expectations and the level of services. In financial and service-providing institutions, verbal marketing is growing rapidly. It is a powerful tool in marketing and advertisement. Customer satisfaction index explains whether the customers increase or decrease their shopping from a certain center. The purpose of the present study is to offer a model to investigate the effect of the quality of electronic services on verbal advertisement efficiency, through the satisfaction of the customers of Industry and Mining Bank. The method is survey-based and descriptive. Subjects of the study are the customers of the mentioned bank, 485 people in total. A randomization process was used, and the opinions of customers were collected during 3 days in several branches of the bank, using questionnaires. Friedman ANOVA was used for data analysis, to classify the variable, and correlation coefficient was used to determine the extent and the type of relationships between the variables. The results of the study showed a strong positive correlation between the effect of the quality of electronic services and customer satisfaction.

Keywords: Quality Electronic Services, Verbal marketing, Customer Satisfaction