Investigating and modeling the impact of online banking marketing interaction management (ORM) on the loyalty of electronic banking customers using structural equations and PLS partial least squares technique

Document Type : Research Paper


1 Department of Management, Birjand Branch, Islamic Azad University, Birjand, Iran

2 Department of Business Management, Birjand Branch, Islamic Azad University, Birjand, Iran



Electronic banking including the provision of online banking and financial services, should benefit from efficient management in its online interactions because electronic banking needs to cover the needs and expectations of its customers in order to achieve greater profitability. The aim of this study was to reach a deeper understanding of the factors affecting electronic loyalty in the electronic banking of Maskan Bank. This applied research was carried out quantitatively and with a survey method. The statistical population of the research includes all electronic banking customers of Maskan Bank in Mashhad City, and the data was collected from a structured questionnaire with 384 customers in Razavi Khorasan Bank Maskan. The relationship between the investigated variables in each hypothesis was investigated based on a causal structure with the partial least squares PLS technique, and finally, the model was fitted based on the structural equations. The findings showed that marketing management of online interactions is effective on the electronic loyalty of Maskan Bank customers, and reasons such as value creation, customer perception, competitive advantage and superior services, security and trust, and application design are effective in marketing management of online interactions. Online marketing is also effective in electronic loyalty.


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Articles in Press, Corrected Proof
Available Online from 17 January 2024
  • Receive Date: 07 March 2023
  • Revise Date: 18 June 2023
  • Accept Date: 22 June 2023