Exploring the Effect of Electronic Banking Services on the Satisfaction Level of Maskan Bank’s Customers Using the Kano Model: A Case Study of the Customers of Maskan Bank Branches in Mashhad

Nowadays, competition for increasing the quality of electronic banking services is a key issue for organizations which are active in the service industry. Organizations that reach a higher level of service quality would achieve a higher level of customer satisfaction. All organizations aim at customer attraction and higher customer satisfaction. This issue becomes more important in the case of banks which are in constant relationship with the customers. Moreover, there exists an increasing competition among banks and credit institutes for absorbing monetary resources. Therefore, creating competitive advantage seems to be a necessary issue for the survival of banks. New approaches in providing electronic banking services which have a close relationship with information and communication technology are among the most important factors in creating competitive advantage for banks, attracting customers and satisfying them. In the current study which uses the qualitative method of data collection, the researcher evaluated the effect of providing electronic banking services on the satisfaction level of Maskan Bank's customers using the Kano model through a comprehensive review of the related literature and receiving the viewpoints of experts in the field. In addition, the most and least effective factors on this satisfaction are categorized and identified. The maximum number of sample population was determined to be 384 through Morgan table. After distributing the questionnaire, a total of 384 completed questionnaires were received and analyzed. According to the results obtained from the Wilcoxon signed-rank test, the main hypothesis of this study regarding the positive effect of providing electronic banking services on customer satisfaction was confirmed. Also, the results confirmed the sub-ordinate hypotheses regarding the effect of the motivational, emotional, and functional factors of electronic banking services on increasing the level of customer satisfaction.