The classified Web Qual variable is based on Kano Model for the Evaluation of customer satisfaction of internet banking service quality

Considering the importance and position of internet banking and the growing trend of internet banking services in the country in recent years, today the financial and credit institutions and banks have found that obtaining a good position in maintaining and developing effective strategies without scientific and practical management and utilization of information and communication is not possible. Nowadays banks need to improve the quality of their internet services in order to remain competitive and in this respect, merely focusing on linear view of the relationship between customers needs fulfillment and satisfaction is not sufficient. In this paper, the application of integrated model of WebQual and Kano is studied, in which the linear perspective is adjusted. For this purpose, first the bank’s internet service quality dimensions have been determined based on the WebQual model; then, the current practice of banks has been studied and expectation and perception of customers about internet service quality has been evaluated. Considering the gap between customers’ expectations and perceptions, services have been classified into two categories of weak and strong. In the next step, service quality dimensions have been classified based on the Kano model to determine which features of internet service quality are strategically more important with respect to customer satisfaction.