EFFECTS OF ADOPTION AND SATISFACTION ON WORD OF MOUTH IN THE INTERNET BANKING OF IRAN
The Internet Banking is the new method with significant growth in the banking industry because it offers better services to customers and the cost of providing services in banks has also been reduced. The purpose of this study is to investigate the relationships of adoption, satisfaction and Word of Mouth in the internet banking users in Iran. Data was collected by conducting a field survey questionnaire completed by 385 users of internet banking service of Iran's private banks. Structural equation modeling was used to analyze data and test research hypotheses. Findings indicated that Ease of use, Website content, Accessibility, Privacy, Transmission speed, and Security have positive effects on the Internet Banking Adoption. And Internet Banking Adoption leads to increased Satisfaction and Word of Mouth. Furthermore, research limitations and future directions have been discussed in the last section.
ABOLFAZL ALIZADEH, SAMANEH SAGHEBI, TAHMINEH HABIBISENOBARI and MOHAMMAD MOHAMMADZAHERI