M.A. Thesis:

Effect of perceived Anita on loyalty by mediating trust and customer satisfaction in Mellat Bank's electronic banking services in Mashhad

Considering the role of security feeling on the relationship between customers and banks, this study aimed to investigate the effect of perceived security on customer loyalty through satisfaction and trust in Mellat Bank Electronic Banking in Mashhad.The research method was descriptive and survey type. In order to analyze the data and test the hypotheses, structural equation modeling and SPSS and Amos softwares were used. The study population is 680,000 and accordingly sample of 383 people was determined using Cochran formula and available non-random sampling method was used. And the data were collected through a Researcher made questionnaire. The face validity of the questionnaire was evaluated using point of view of a number of professors of the management department and construct validity was evaluated through factor analysis and To determine the reliability of the questionnaire, Cronbach's alpha coefficient was used. That was more than 0/7. Research findings show that perceived security has a direct impact on customer satisfaction and trust, trust on loyalty and satisfaction, and satisfaction on loyalty, also perceived security has a direct impact on customer loyalty through satisfaction and trust

Keywords: perceived security, loyalty, satisfaction, trust, costumer, Mellat Bank