Managing customer retention in the UK online banking sector

Liu Liu and Panos Louvieris

International Journal of Information Technology and Management, 2006, vol. 5, issue 4, 295-307

Abstract: The aim of the research is to investigate the factors that affect customers' continued usage of UK online banking services. From the Technology Acceptance Model (TAM), perceived usefulness and perceived ease of use have been shown to be important factors in determining the acceptance of various internet technologies. However, this model does not fully explain the customers repeat usage behaviour towards internet banking services. This study augments the original TAM by adding two variables, trust and commitment, as well as adapting the model to cover customer retention for online banking. Based on a survey of 196 UK student users, the results strongly support an adapted TAM for online banking in predicting customers' continued usage. Moreover, sustainable repeat usage is a form of habitual behaviour which requires minimal cognitive effort to drive the action tendency towards continued usage; hence, a conative oriented form of TAM is employed.

Keywords: online banking; customer retention; technology acceptance model; TAM; consumer behaviour; continued usage; e-banking; internet banking; electronic banking; trust; commitment. (search for similar items in EconPapers)
Date: 2006
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=12043 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijitma:v:5:y:2006:i:4:p:295-307

Access Statistics for this article

More articles in International Journal of Information Technology and Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().