Psychological factors affecting customers’ retention in corporate electronic banking services

Abstract

Background: Loyal customers are valuable for organizations; customer loyalty has a positive effect on the profit and income of the organization. Thus, the purpose of this study was to look into the psychological aspects of corporate electronic banking services that have an impact on client retention. Methods: This research was a descriptive type that conducted by questionnaire method. The statistical population of the research consisted of 37,000 customers of Saderat Bank from Isfahan and Lorestan provinces. 380 of these people were selected as a sample using Cochran's formula. A survey created by the researcher served as the measurement tool. To analyze the data, both descriptive and inferential statistics were applied. Descriptive statistics, inferential statistics (e.g., Kolmogorov Smirnov, or K-S) test for data analysis, and research data processing were used to analyze and process demographic data using SPSS software. Results: Mental and psychological health and having a positive mindset of the organization's performance, website usability features, information security, proper structure, time-saving benefits and mental norms, all have a direct and significant effect on the number of returning customers. Conclusion: Considering the psychological health model, in order to save time and improve corporate electronic banking in the conditions of full market competition for banks, the use of systems that provide services using customer data and the services rendered without the availability of customers in the service It is necessary to inform and use electronically.

Keywords

• Banking, Personal
• Job Security
• Psychology