a survey of e-loyalty effective factors and barriers to e-banking services in private banks customers in golestan province

the current study aims to identify the effective factors and barriers to loyalty in electronic banking services in the private banks customers. for this purpose, a survey was done with a questionnaire sampling from 420 customers of private banks in golestan province, who have used electronic banking services in 2011. the results indicated that seven factors including preference, customer satisfaction, mental image, service quality, trust, switching costs, service attributes, and perceived service value affect the establishment of customers e-loyalty. in addition, four barriers inclduing preference, technicality, security and privacy, financial, economic, cultural and social barriers have had deterrence role in customer's loyalty in electronic banking services.