La lealtad del consumidor en términos de calidad y satisfacción: análisis empírico en el sector de la banca online

María Jesús López Miguens, Encarnación González Vázquez and Pilar Muñoz Dueñas

Prosperitas, 2014, vol. 1, issue 1, 57-67

Abstract: The aim of this work is to build a structural model that is capable of explaining how the loyalty of customers is built regarding the online channel of the banking. To do this, two relationship marketing variables have been identifed in the literature as possible predictors of loyalty: service quality offered by the financial provider through the electronic channel and, the user satisfaction. The scales of all considered variables have been validated prior to the estimation of the structural model. The sample is composed by 404 individuals, between 16 and 74 years old, resident in Spain and they have used occasionally the online banking to solve their fnancial needs. In order to build the measurement instruments, exploratory and confrmatory factor analysis have been used. Empirical tests of the causal hypothesis have been carried out using structural equation modeling. Results show that quality and satisfaction have an important influence on generating customer loyalty. Specifcally, there is a direct and strong relationship between quality and satisfaction and between satisfaction and loyalty and an indirect relationship between quality and loyalty.

Keywords: Calidad; satisfacción; lealtad; ecuaciones estructurales; banca online; Quality; Satisfaction; Loyalty; Structural Equations; Online Banking (search for similar items in EconPapers)
Date: 2014
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