Investigating Effective Factors on Customers’ Trust and Loyalty in Electronic Services of Pasargad Bank

Regarding the growing increase in electronic commerce, the banks are trying to obtain more benefits in this competitive market by attracting loyal customers and satisfying them. The purpose of this study was to investigate effective factors on the trust and loyalty of customers in electronic services of Pasargad Bank. The present study was applied with regard to purpose, descriptive-correlational with regard to data collection, and qualitative with regard to the data. The sample of this study included 385 customers of Pasargad Bank in Tehran who were selected by convenient sampling. They were tested using confirmatory and exploratory factor analysis. The results of this study showed that the electronic satisfaction of customers, brand reputation, trust, communication and common values are among the most important effective factors promoting customer's electronic loyalty.