The importance of Internet in banking increases as more people use Internet as their main channel in contacts with their bank. This poses both possibilities and threats to the bank and having loyal customers become more important. To enhance our understanding of customer loyalty in an Internet banking context we have made interviews and constructed a questionnaire, based on a theoretical ground consisting of loyalty and some concepts related to loyalty. The respondent rate was low, but we still mean that we can outline some tendencies on customer loyalty through this material. During this research we have come to the conclusion that a deep understanding of the concepts constructing loyalty and cross-analyses of these, are inevitable for the understanding of how loyalty develops. We have found differences in attitudes and behaviour among customers depending on what communication channels they use, and the interviewed bank is also convinced that Internet should be used as a complementary channel to branch banking. Most customers are as a whole quite satisfied with their bank and intend to stay with it, but we have also found spurious customers that consider leaving despite feeling satisfied and recommending their bank to friends.
Contents
1 INTRODUCTION
1.1 BACKGROUND
1.2 PROBLEM PRESENTATION
1.2.1 Recent research in the banking area
1.3 PROBLEM FORMULATION
1.4 PURPOSE
1.5 DELIMITATIONS
1.6 DISPOSITION
2 METHODS
2.1 SCIENTIFIC APPROACH
2.2 THEORETICAL STUDIES
2.3 LINE OF ACTION
2.4 THE QUESTIONNAIRE
2.4.1 Restrictions
2.5 INTERVIEWS
2.6 PRIMARY AND SECONDARY DATA
2.7 RELIABILITY AND VALIDITY
2.7.1 Who and why
3 THEORETICAL BASE
3.1 INTRODUCTION
3.2 FINANCIAL SERVICES
3.3 THE INTERNET
3.4 F I
3.5 LOYALTY – AN OVERVIEW
3.6 SERVICE QUALITY
3.6.1. Customer control
3.6.2 Educate and listen to the customer
3.7 SATISFACTION
3.7.1 Dissatisfaction
3.7.2 Satisfaction and loyalty
3.8 RELATIONSHIP
3.8.1 The creation of relations
3.9 COMMITMENT
3.9.1 Resistance to change
3.10 REPEAT PURCHASE BEHAVIOUR
3.11 LOYALTY
3.11.1 Behavioural and attitudinal loyalty
3.12 SUMMARY
4 EMPIRICAL RESULTS AND ANALYSIS
4.1 INTERVIEWS
4.1.1 Loyalty
4.1.2 Making Customers Loyal
4.1.3 Internet and Loyalty
4.1.4 Relations
4.1.5 Dissatisfaction
4.1.6 Competition
4.1.7 Summary
4.2 THE QUESTIONNAIRE
4.2.1 Socio-economical factors
4.2.2 Behavioural questions
4.2.3 Attitudinal questions
4.2.4 Other questions
4.2.5 Cross analyses
4.2.6 Summary
4.3 REDUCTION ANALYSIS
4.3.1 Delimited respondents
5 CONCLUSIONS
6 DISCUSSION
7 RECOMMENDATIONS FOR FURTHER RESEARCH
8 CRITICAL SCRUTINY OF THE PAPER
8.1 REDUCTION
LITERATURE
BOOKS
ARTICLES
INTERNET SITES
READ BUT NOT REFERRED TO
APPENDIX
QUESTIONNAIRE
INTERVIEW QUESTIONS
INTERVIEWS
Author: Jansson, Erika,Letmark, Maria
Source: Sodertorn University
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