A survey of E-loyalty effective factors and barriers to E-banking services in private banks customers in Golestan province

Document Type : Research Paper

Authors

1 Associate Prof., Faculty of Economic and Social Sciences, Alzahra University, Tehran, Iran

2 MSc. in MBA, Payam Noor University of Mazandaran, Sari, Iran

Abstract

The current study aims to identify the effective factors and barriers to loyalty in electronic banking services in the private banks customers. For this purpose, a survey was done with a questionnaire sampling from 420 customers of private banks in Golestan province, who have used electronic banking services in 2011. The results indicated that seven factors including preference, customer satisfaction, mental image, service quality, trust, switching costs, service attributes, and perceived service value affect the establishment of customers e-loyalty. In addition, four barriers inclduing preference, technicality, security and privacy, financial, economic, cultural and social barriers have had deterrence role in customer's loyalty in electronic banking services.

Keywords

Main Subjects

References

Abratt, R., Russel, J. (1999). Relationship marketing in private banking in South Africa. International Journal of Bank Marketing, [online] 17(1): 5-19.
 
Aghaei, M., Aghaei, A. & Aghaei, R. (2012). Basic parameters affecting customer loyalty in the industry's health and cellulose using Fuzzy Delphi Approach, Journal of Business Management, 3(4): 1-20. (In Persian)
 
Anderson, R, E. & Srinivasan, S. (2003). E-satisfaction and e-loyalty: a contingency framework. Psychology and Marketing, 20(2): 123-138.
 
Azizi, Sh., Jamali, Sh. & Sanaii, A. (2012). A model of factors affecting the performance of the brand in the banking industry-case Agricultural Bank. Journal of Business Management, 11(4): 89-104. (In Persian)
 
Bauer, H. H., Hammerschmidt, M. & Falk, T. (2005). Measuring the quality of e-banking portals. International Journal of Bank Marketing, [Online] 23(2): 153-175.

 

Beerli, A., Martin, J. D. & Quintana, A. (2004). A model of customer loyalty in the retail banking market. European Journal of Marketing, [Online] 38(1/2): 253-275.

 
Bloemer, J., de Ruyter, K., Peeters, P. (1998). Investigating Drivers of Bank Loyalty: The complex relationship between image, service quality and satisfaction. International Journal of Bank Marketing, [Online] 16 (7): 276-286.
 
Brassington, F. & Pettitt, S. (2000). Principles of Marketing, 2nd edition, Prentice Hall. Harlow.
 
Carvalho de Oliveira, Rômulo (2007). Evidences from link between quality and loyalty in eservice: An empirical study, Revista Eletrônica Sistemas & Gestão,2(1): 1-15.
 
Communications Research Center (2003). Iran and the information society, status, progress and prospects, Allameh Tabatabai University and the Ministry of Communications and Technology. (In Persian)
 
Czepiel, J. & Gilmore, R. (1987). Exploring the concept of loyalty in service. In Czepiel, J. A., Congram, C. A. & Shanahan, J. (Eds.). The Service Challenge: Integrating for Competitive  Advantage. IL: American Marketing Association. Chicago, 91-94.
 
Doaie, H. & Kamali, T. (2008). Factors acceptance of electronic banking, Journal of Banking and Economics, 93: 26-29. (In Persian)
 
Flavian, C., Guinaliu, M. & Torre, E. (2006). How bricks and mortar attributes affect online banking adoption. International Journal of Bank Marketing, 6(24): 406-423.
 
Fournier, S. M. & Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer–brand relationships, International Journal of Research in Marketing, 14: 451–472.
 
Ghanadan, A. & ImamAlizadeh, N. (2005). Identification and ranking of factors affecting customer loyalty in e-businesses using eigenvectors. Second Annual Conference on E-Commerce, Ahwaz. (In Persian)
 
Gommans, M., Krish, S. K. & Katrin, B. S. (2001). From Brand Loyalty to E-Loyalty: A Conceptual Framework. Journal of Economic and Social Research, 3(1): 43-58.
 
Gummerus, J., Liljander, V., Pura, M. & Van Riel, A. (2004). Customer loyalty to content-based Web sites: The case of an online health care service. Journal of Services Marketing, 18(3): 175-186.
 
Hashmi, Y. & Asim, M. (2005). E-Loyalty: Companies Secret Weapon on the Web. Thesis. Lulea University of Technology.
 
Hassanzadeh, A. & pourfard, F. (2003). Electronic Banking. Journal of Economic News, 100. (In Persian)
 
Heinonen, K. (2007). Conceptualizing online banking service value. Journal of Financial Services Marketing, [Online] 12 (1): 39-52.
 
Herington, C. & Weaven, S. (2007). Can banks improve customer relationships with high quality online services? Managing Service Quality, [Online] 17(4): 404-427.
 
Howcroft, B., Hewer, P. & Durkin, M. (2003). Banker-customer interactions in financial services. Journal of Marketing Management, [Online] 19 (9/10): 1001-1020.
 
Jacoby, J., Chestnut, R. W. & William A. F. (1978). A Behavioral Process Approach to Information Acquisition in Nondurable Purchasing. Journal of Marketing Research, 15: 532-544.
Jacoby, J. & Kyner. D. B. (1973). Brand loyalty vs. repeat purchase behavior, Journal of Marketing Research, 10:1-9.
 
Jungwon, L., Jinwoo, K. & Jae, Y. M. (2000). What makes internet users visit cyber stores again? Key design factors for customer loyalty. Communications of the ACM, 1-58.
 
Kardgar, M. (2006). Identification and ranking of factors affecting customer loyalty housing bank using multiple criteria decision making (MCDM). Thesis. School of Accounting and Management, Shahid Beheshti University, Tehran. (In Persian)
 
Kavoosi, M. R. & Saghaei, A. (2005). Methods of measuring customer satisfaction, 2nd edition, Sabzan Publications. Tehran. (In Persian)
 
Kiakajouri, K. & Nobati, A. (2007). E-banking Barriers in Iran, Journal of Banking knowledge, 26 & 27. (In Persian)
 
Leverin, A. & Liljander, V. (2006). Does relationship marketing improve customer relationship satisfaction and loyalty? International Journal of Bank Marketing, [Online] 24 (4): 232-251.
 
Lewis, B. & Soureli, M. (2006). The antecedents of consumer loyalty in Retail Banking. Journal of Consumer Behavior, [Online] 5 (1): 15-31.
 
Masoudi, A. (2008). Banking Law, 1st edition, Pishbord Publications. Tehran. (In Persian)
 
Methlie, L. & Nysveen, H. (1999). Loyalty of online bank customers. Journal of Information technology, [Online] 14 (4): 375-386.
 
Moussakhani, M., Haghighi, M. & Torkzadeh, S. (2012).A model for customer loyalty through customer knowledge management in the banking industry, Journal of Business Management, 12(4): 147-164. (In Persian)
 
Nili Ahmadabad, M. (2003). Identification and ranking of factors affecting customer loyalty by multi criteria decision making (MCDM) techniques in Refah Bank. Thesis. University of Tarbiat Modarres. Tehran. (In Persian)
 
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63: 33-44.
 
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, [Online] 64 (1): 12-40.
 
Rajabi, E. (2007). Evaluation of factors affecting customer loyalty Gorgan private banks in terms of staff. Thesis. School of Management, University of Semnan. Semnan. (In Persian)
 
Rastegar, A. & Aghamohammadi, Z. (2011). Study of effective factors influencing the adoption of e-banking, Case Study: Mellat Bank. Journal of Business Management, 10(3): 93-114. (In Persian)
 
Ribbink, D., Van Riel, A., Liljander V. & Streukens, S. (2004). Comfort your online customer: Quality, trust and loyalty on the internet. Managing Service Quality, [Online] 14(6): 446-456.
 
Rodger, W., Negash, S. & Suk, K. (2005). The moderating effect of online experience on the antecedents and consequences of online satisfaction. Psychology & Marketing, 22(4): 313-331.
 
Salmen, S. & Muir, A. (2003). Electronic customer care: The innovative path to e-loyalty. Journal of Financial Services and Marketing, [Online] 8(2):
133-144.
 
Sarv, D., Ming, F. & Rajiv, K. (2003). E-Loyalty—elusive ideal or competitive edge? Communications of the ACM, 46(9):184-191.
 
Semeijn, J., et al. (2005). E-services and offline fulfillment: how e-loyalty is created. Managing Service Quality, 15(2): 182-194.
 
Sheikhani, S. (1999). Electronic banking and its strategies in the Islamic Republic of Iran,1st edition, Institute for monetary and banking studies. Tehran. (In Persian)
 
Tabatabainasab, S. M. (2009). Design and explanation model for customer loyalty in banking industry. First International Conference on Marketing of banking services, Tehran. (In Persian)
 
Veloutsou, C., Daskou, S. & Daskou, A. (2004). Are the determinants of bank loyalty brand specific? Journal of Financial Services Marketing, [Online] 9(2): 113-125.
 
Yousafzai, S., Pallister, J. & Foxal, G. (2003). A proposal model of e-trust for electronic banking. Technovation, 23: 847-860.
 
Journal of Business Management
Volume 6, Issue 4 - Serial Number 4
January 2015
Pages 827-844

Files

Share

How to cite

Statistics