Objective: Private banking is the main and exclusive subset of wealth management, the main purpose of which is to provide financial and non-financial services to wealthy customers. The purpose of this study is to determine the effect of digital service quality on customer satisfaction with an emphasis on customer type in Pasargad Bank.
Method: The present study is applied in terms of purpose and descriptive-survey in terms of method. The statistical population of the study is regular and VIP customers of Pasargad Bank. A standard questionnaire was used to collect data. The sample size was 384 people based on the Cochran formula. SPSS and Smart PLS3 software were used to analyze the data.
Results: Based on the results, the quality of electronic banking service affects the satisfaction of regular and VIP customers; But there is generally a significant difference between the intensity of these factors on customer satisfaction. According to research results, VIP customers are more sensitive to the quality of electronic services than normal customers. This could stem from the fact that VIP customers actively use banking services, so their satisfaction with internet banking is likely to be more influenced by service quality.
Conclusions: According to the results of the study, the type of customers affects their satisfaction with the quality of electronic services and there is a significant difference between regular and VIP customers. Considering the different impact of electronic service quality on the regular and VIP customer groups, different internet banking services can be provided to each group.