An Exploratory Study of Factors Influencing the e-Loyalty of Online Banking Consumers

Sonika Raitani and Vishal Vyas

The IUP Journal of Bank Management, 2014, vol. XIII, issue 3, 34-47

Abstract: Banking and Information Technology (IT) can hardly be separated today. Banks are in the forefront of using cutting-edge technology. The fundamentals of banking have remained the same, but the perceived value from banking services has been changing due to the pace at which technology is changing in terms of the means and tools it provides us with. On the one side, it is helping banks in meeting customer service expectations, and on the other side, they are presented with the challenge posed by hackers and cyber criminals. This paper is an attempt to study what keeps the e-banking customer loyal in such a banking environment. Through exploratory research, the authors have synthesized various factors from literature that may influence the e-loyalty of banking customers. The data was collected through a validated questionnaire, administered to a convenient sample of 245 banking customers in Rajasthan. Exploratory factor analysis was performed to analyze the data. The results suggest that website quality, e-trust, e-satisfaction, corporate image, product information and perceived security significantly affect the e-loyalty of online banking customers. The originality of this paper lies in its exploratory nature, as most of the studies related to online banking have focused only on a few of these factors.

Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:icf:icfjbm:v:13:y:2014:i:3:p:34-47

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