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What keeps the e-banking customer loyal? A multigroup analysis of the moderating role of consumer characteristics on e-loyalty in the financial service industry

Floh, A and Treiblmaier, Horst, (2006) What keeps the e-banking customer loyal? A multigroup analysis of the moderating role of consumer characteristics on e-loyalty in the financial service industry Journal of Electronic Commerce Research, 7 (2). pp. 97-110.

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Abstract

At first sight the Internet is the ideal medium for carrying out banking activities due to its cost savings potential and speed of information transmission. From a technological and cost-driven standpoint it may seem quite logical for banks to shift as many banking activities online as possible. At the same time, the question of how to foster customer loyalty arises when the relationship between the bank and the user becomes a virtual one. This paper investigates the importance of antecedents of online loyalty such as trust, quality of the Web site, quality of the service and overall satisfaction. Rather than investigating which factors drive customers to use online banking instead of offline banking, this paper addresses the problem of how to keep customers online and loyal to a specific supplier. A survey among more than 2,000 customers of an Austrian online bank was conducted and a structural equation modeling approach was used to gain important insights into how customer retention in the online banking business can be ensured. Satisfaction and trust were identified as important antecedents of loyalty. Additionally, the moderating role of consumer characteristics (gender, age, involvement, perceived risk and technophobia) was supported by the data.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
AuthorsEmailORCID
Floh, AUNSPECIFIEDUNSPECIFIED
Treiblmaier, Horst, UNSPECIFIEDUNSPECIFIED
Date : 1 June 2006
Additional Information : This is the author's version of a paper published in The Journal of Electronic Commerce Research which is available at http://www.sculb.edu/journals/jecr/c_i.htm
Depositing User : Symplectic Elements
Date Deposited : 09 Sep 2013 10:23
Last Modified : 23 Sep 2013 20:06
URI: http://epubs.surrey.ac.uk/id/eprint/769801

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