Key Drivers of Customer Loyalty in Online Banking

July 25, 2015 Posted by admin

Abdullah Sanusi Othman, Iftekhar Amin Chowdhury, Yang Bo, Ahmad Raflis Che Omar, Lokhman Hakim Osman
Faculty of Economics and Management
National University of Malaysia, 43600 Bangi Selangor
Malaysia
Labuan Faculty of International Finance, Universiti Malaysia Sabah
Labuan International Campus, Jalan Sungai Pagar, 87000 Labuan F.T.
Malaysia

Abstract
In this research, we examine the impacts of e-service quality, e-satisfaction and etrust on e-loyalty in online banking. The target population for the research is the population of experienced online banking services users. We took a random sample from this population to collect relevant information or data. Based on the analysis of the data, we found that e-satisfaction and e-trust play major roles in building eloyalty in the online banking. We also found that e-service quality is not a predictor of e-loyalty in online banking. What these results imply is that e-service quality cannot ensure e-loyalty in online banking. E-loyalty can only be ensured when there is e-satisfaction and e-trust. The limitations of the research were discussed. We also suggested directions for future studies.

Keywords: E-service quality, e-satisfaction, e-trust, e-loyalty, hypotheses, regression analyses.

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