Zahra Sadat Saneian - Iran, Master of business administration in Isfahan University
Ali Sanayei - Iran, Faculty member of management department in Isfahan University

In the last three decades, development of new information and communication technology has affected the methods of bank services to the customers. The points that arevery important to notice are active and provident characteristics of electronic banking in comparison to traditional banking, but despite positive characteristicsof electronic banking, it does not have any dependable place among customers yet. In this regard, present research offers a compound model of traditional and onlinefactors effects on customers trust in electronic banking and widespread advertisements. For this purpose, we have used a standard questionnaire on the basis ofLikert dividing. 383 customers of Iran Mellat bank branch in Shiraz have been tested randomly. Information analyses have been done with the method of descriptiveand deductive statistics and using statistics software Amos20. The results show that both traditional and website bank characteristics influence customers trust inelectronic banking, also the coordinator role of traditional services quality in relation with traditional characteristics with trust in electronic banking was rejected

electronic banking, electronictrust, traditional services quality, traditionalcharacteristics, website characteristics