aAssociate Prof, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
bPhD Student, Marketing Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
cPhD Student, Marketing Management, Tehran Central Branch, Islamic Azad University, Tehran, Iran
Online published on 7 May, 2014.
This study proposes an integrated model that investigates the relationship between online service quality dimension(Ease of use, Website design, Reliability, Privacy and Responsiveness) with Perceived value and behavior intentions(loyalty and Satisfaction) in Parsian bank. The model derived and tested via structural equation modeling on a sample of 384 of customers of Parsian bank in Tehran city. The results show that perceived value is explained by Website design and Responsiveness. So satisfaction is determined by the ease of use, website design, reliability, privacy and responsiveness. The results of the structural equation analysis are revealed that perceived value and satisfaction positively affected intention to purchase green products. This paper will discuss the implications of these results for managers and researchers. It will also consider the limitations of the study.
Loyalty, Perceived value, Satisfaction
