Customer loyalty in Internet banking

In the the past few years ways to do banking has evolved. Internet banking has exploded and plenty of niche banks operating primarily with the Internet as a method has entered the bank market. How to maintain the customer loyal online in an exceedingly competitive environment has turned into a primary question for the banks.The objective of this project is to check what elements influence bank customer loyalty in an online environment. A positivistic research viewpoint, a deductive research technique, an explanatory objective and a quantitative research method are followed for this study. It was found that customer satisfaction, company image and brand reputation and generation are elements which influence bank customer loyalty online. Switching costs, perceived service value and dedication show tendencies to affect bank customer loyalty online. Since minimal research has been carried out on the subject bank customer loyalty, this project could possibly be of great interest for research workers on customer loyalty as well as for investigation on online loyalty for service companies. In addition, the results can be utilized as advice for banks that wish to build their online banking and want to make certain they are doing all sorts of things possible to have loyal customers.

Video: Creating a Customer Focused Bank


1.3.Research purpose and question
2.1.Research philosophy
2.2.Research approach
2.3.Research design
2.4.Qualitative versus quantitative research
3.1. Customer loyalty within the bank industry
3.2. Factors influencing loyalty
3.2.1. Customer satisfaction
3.2.2. Trust
3.2.3. Corporate image and brand reputation
3.2.4. Online relationship
3.2.5. Service attributes
3.2.6. Switching costs
3.2.7. Perceived service quality
3.2.8. Perceived service value
3.3. Possible supplements influencing loyalty
3.3.1. Generation
3.3.2. Commitment
3.4 Theoretical conclusions
3.5. Criticism towards the model
4.Empirical method
4.2.Questionnaire operationalization
4.2.1.Background and behavioral variables
4.2.2.Dependent variables
4.2.3.Independent variables Customer satisfaction Trust Corporate image and brand reputation relationship attributes costs Perceived service quality service value question
4Eriksson and Schuster
5.2.Numbered statements
5.3.Sensitivity analysis
5.4.Dependent variables
5.5.Commitment and generation
5.6.Independent variables
5.6.1.Classification of independent variables
5.6.2.Customer satisfaction of bank customership switched bank for the hypothesis
5.6.3.Trust for the hypothesis
5.6.4.Corporate image and brand reputation of bank customership switched bank for the hypothesis
5.6.5.Online relationship for the hypothesis
5.6.6.Service attributes for the hypothesis
5.6.7.Switching costs of banks used of bank customership switched bank for the hypothesis
5.6.8.Perceived service quality for the hypothesis
5.6.9.Perceived service value switched bank for the hypothesis
5.6.10.Generation of banks used switched bank for the hypothesis
5.6.11.Commitment switched bank for the hypothesis
5.6.12.Summary of hypotheses results
5.7.Test of the theoretical model
5.7.1.Number of banks used
5.7.2.Length of bank customershi
5.7.3.Ever switched bank
5.7.4.Conclusions of theoretical model test

Source: Kristianstad University

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