We try to explore through a pathological analysis the factors affecting the banking quality in Iran and to propose solutions for them. Data for this study is collected through field operation. To do so، SERQUAL questionnaire which includes 22 electronic banking indicators which consists of 5 sections used to explain different phases of calculating the degree of importance and distributed to 158 persons. The gap between customers’ expectations and prevailing banking services was calculated on the basis of the first and second phase of answers of the questionnaires. Clients’ satisfaction was calculated in the next phase and customers’ needs and their level of importance were explored through Cano classification. Finally، 9 more important indicators were selected.

JEL Classification: G2, J28, L63, R1