trust, reputation and quality of e-banking services (case study: melli bank customers)

in today’s very competitive world gaining competitive advantage is bound to arranging products and services of companies and businesses in accordance with customers’ needs. for this purpose, gaining reputation in e-service can be quite helpful. thus the goal of the present research is studying the effect of e-banking service quality on bank reputation. so a coherent collection of structures were designed based on theoretical framework of marketing and e-banking. then a questionnaire was designed to evaluate these variables and at last with certainty of validityand reliability of measurement tools, was administered among 400 of iran melli bank customers. the collected data were analyzed by amos and spss software programs. results of research model showed that e-banking service affects on e-trust and e-trust on the bank reputation . in the end, this research introduces ways for designing e-banking service from the point of view of security that can help banks with security and e-banking and consequently costumer orientation. researchers’ suggested model can be used for improving policy making and operation and help banks to offer more customer based and developing e-competitive advantage.