Customer Loyalty in Virtual Environments: An Empirical Study in e-Bank

Abstract

The advent of e-commerce has increased the importance of consumer financing operations. Internet banking helps banks to develop relationship marketing, thus improve customer loyalty. This study proposes a research framework to examine the relationships among e-service quality, customer satisfaction, customer trust and e-loyalty in e-bank in Taiwan. Data are collected through a survey using a structured questionnaire. The 442 valid respondents who have experience with e-bank are analyzed by partial least squares structural equation modeling (PLS-SEM) method. The managerial implication is e-bank must focus on e-service quality to increase customer satisfaction and trust for obtaining the e-loyalty.