Customer loyalty in internet banking

Abstract

In the era of challenges and cut throat competition in banking sector it has become inevitable for the banks to devise defensive strategies to retain their customers and build customer loyalty. The main aim of this study is to examine the factors affecting customer loyalty in online banks. To achieve this purpose, a detailed review of relevant literature was made and seven constructs were identified for the study. A survey was conducted and data was collected with a structured questionnaire. Pre analysis data screening was done to ensure that the study is fit for further statistical analysis. Multiple regression analysis was performed to investigate the relationship of constructs on customer loyalty. Results of the analysis identified customer satisfaction; bank's reputation trust and habit were having significant influence on customer loyalty. Among the four factors, reputation of the bank and its corporate image is found to be more influential. Based on the findings, the implications and suggestions are made.