Modeling the Interaction of Customer loyalty and Mobile Payment System: Case Study of Mellat Bank Iran

One promising area of mobile commerce receiving growing attention globally is mobile payment. M-payment has become one of the new services provided by the Iranian mobile banking system for the customer in the recent years. Multiple banking system including e-banking where m-payment is one of its. Constituents is inconstant growth competitor in Iran. Loyal customers have always been considered the assets for any business .The aim of this study is that the theory of structures, an empirical analysis about the importance and identifying key factors that may be on customer Loyalty in mobile payment systems affect the Mellat bank (Or Nat west Bank in United King down),to provide it. This research mainly uses the deductive approach to the consider secondary sources and primary data, where hypotheses have been developed in order to demonstrate the findings. Eight specific topics make the factors in m-payment services, customer Loyalty and affect are more key, were selected and reviewed. This paper contributes a the oreticalunder standing of factors that activate the development of customer loyalty towards the Mellat bank. For banks the results of such findings are applied customer Loyalty development in mobile banking. To achieve this objective, 364 questionnaires for statistical analyses were provided to respondents. A total of 345 questionnaires were responded upon, coded and analyzed using Amos for analyzing the hypotheses. The perceived importance of the key factors was correlated through, usefulness, ease of use, trust , perceived risk ,intention, customer satisfaction , habit and switching cost. Based on the findings, this study proposes a conceptual framework of adoption enablers, drivers, and barriers with propositions to guide future research in mobile payment

کلیدواژه ها:

M-Payment Systems ، Mobile commerce ، Risk ، Customer satisfaction