An Investigation into the Determinant of Customers’ Preferences and Satisfaction of Internet Banking (Empirical Study of Iranian Banking Industry)

We have observed a considerable growth of internet based services from last many years. Managing service quality while using internet as a distribution channel, is the challenge for the service provider. In this study researcher Investigate the customers’ preferences and satisfaction with five various service quality dimensions which affect the customers’ satisfaction and indicates the relationship between the various demographic variables and satisfaction level of customers. The results of the analysis of the factors reveals that the five factors influenced on satisfaction level of customers are Responsiveness, Reliability, Efficiency and Privacy of Information and Easiness to use. Then the quality performance of all the five dimensions was shown to have a strong impact on customer satisfaction. Finally, some suggestions have been proposed to develop of Internet Banking in Iran.