The influence of the quality of internet banking services on customer loyalty

Abstract

PURPOSE: This paper explores, how particular dimensions of the quality of e-services influence customer loyalty in the field of Internet banking.

DESIGN/METHODOLOGY/APPROACH: Drawing from the theories available in the reference items and dimensions determining e-services quality and customer loyalty were identified. A proposed hypothetical framework was tested in the Internet banking sector in Poland, employing a quantitative research method. A survey method was applied in the research. The survey data was collected from 384 e-banking customers. Data was processed with the use of Structural Equations Modeling (SEM).

FINDINGS: It turns out that among the dimensions of the quality of the Internet banking services, the Fulfillment has the greatest impact on the customer loyalty, Efficiency is of slightly lower importance, whereas Privacy is of the lowest importance in this case. However, surprisingly it turned out that System Availability is omitted. This fact may imply that this dimension belongs to the “must-be quality”.

ORIGINALITY/VALUE: The novelty elements include the identification, estimation and evaluation of the model of direct relation between the quality and customer loyalty, identification of the quality dimensions which are the strongest predicators of customer loyalty as well as the indication of managerial implications.