||In today’s world of competition, organizations are in need of constant dynamism, research and development. Among all aspects of competition, one of the purposes of current organizations is to gain customers’ trust and satisfaction. To achieve this goal, organizations need to use tools such as technologies, specialists and up-to-date equipment. These tools, which help organizations to be successful, are called the critical success factors. Given very rapid changes in current societies, the correct and appropriate use of technology helps organizations satisfy their customers increasingly.
The present study was conducted to investigate the role of technology as one of the critical success factors in Bank Melli Iran in order to achieve customers’ satisfaction and gain their trust. The statistical population included 164 individuals who were all the experts working at Electronic Services, Modern Banking, and Marketing throughout the City of Tehran. Considering the limited size of population, a census was conducted. A questionnaire comprising three parts including the questions pertaining to critical success factors of technology, customer’s trust, and customer’s satisfaction was employed to collect data. Using structural equations in SPSS and LISREL, the data were analyzed then.
The results of structural equation modelling indicated that critical success factors had a positive impact on customer’s trust and satisfaction. They also showed that confidence had a positive impact on customer’s satisfaction, and critical success factor of technology had a positive impact on customer’s satisfaction through confidence.