The Relationship between Satisfaction, Trust and Loyalty: E-Banking's Customers of an Iranian Bank

The main objective of this study is to evaluate the relationship of satisfaction and trust with loyalty of e-banking customers in branches of Melii Bank in Yazd Township. The research model has been formed using satisfaction and trust as independent variables, and loyalty of customers as dependent variable. In terms of objective, the research method is applied, and it is descriptive in terms of type of method. The population consists of all the customers of all branches of Melli Bank across Yazd Township, of which 368 acceptable samples were selected using random sampling method. Required data was collected using questionnaires and measurements, and data analysis was performed via models of structural equations. The results of the study confirm the existence of a significant positive relationship between satisfaction and trust, and loyalty of customers of Melli Bank branches in Yazd Township. Due to presenting useful information in fields of banking, the research and its results can be valuable for researchers and managers. Furthermore, some recommendations are presented for improvement of the efficiency of the obtained results

customers' satisfaction, customers' trust, customers' loyalty, e-banking services