Title: Customer e-loyalty to internet banking: an empirical analysis

Authors: Konstantinos Terzidis; Eva Papadopoulou; Kosmas Kosmidis

Addresses: Information Management Department, School of Management and Economics, Kavala Institute of Technology, St. Loucas, Kavala, PC 65404, Greece ' Information Management Department, School of Management and Economics, Kavala Institute of Technology, St. Loucas, Kavala, PC 65404, Greece ' Information Management Department, School of Management and Economics, Kavala Institute of Technology, St. Loucas, Kavala, PC 65404, Greece

Abstract: The purpose of the present study is to examine the efficiency of alternative electronic communication channels employed by bank management to attract new customers and to satisfy the existing ones. Cornerstone of this paper is also the investigation of the impact of quality of online banking services on customer's trust, overall satisfaction and finally e-loyalty. The research sample is consisted of 153 customers of various banks in the region of Central and Eastern Macedonia in Greece. Logit analysis is incorporated for the construction of a model for the prognosis of customer e-loyalty to internet banking. The results of the logistic regression indicate that the independent variables of trust, quality of alternative e-banking channels and gender are statistically significant for the prediction of customer e-loyalty. On the other hand, the research provides insufficient evidence about the relationship among the quality of service, the overall satisfaction and the adoption of internet banking.

Keywords: customer loyalty; e-loyalty; internet banking; e-banking; electronic banking; online banking; trust; customer satisfaction; service quality; banking services; Greece.

DOI: 10.1504/GBER.2013.053066

Global Business and Economics Review, 2013 Vol.15 No.2/3, pp.148 - 162

Published online: 30 Oct 2013 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article