Open AccessEnhancing Customer Loyalty Through E-Banking Practices
Author(s) -
Kajenthiran Konalingam,
Ratnam Umanakenan,
Sivapalan Achchuthan,
Miresh Naveen
Publication year - 2017
Publication title -
business management and strategy
Language(s) - English
Resource type - Journals
ISSN - 2157-6068
DOI - 10.5296/bms.v8i2.12054
Subject(s) - business , customer base , loyalty business model , loyalty , marketing , customer retention , customer advocacy , work (physics) , customer equity , competitive advantage , banking industry , customer to customer , finance , engineering , service quality , service (business) , mechanical engineering
Enhancing customer loyalty serves as a basic strategy for gaining competitive advantage in the banking industry and enables bankers to make a loyal customer base. The purpose of this work is to propose and empirically investigate a comprehensive mechanism for enhancing customer loyalty to banks via e-banking practices. A questionnaire derived from previous studies and the relevant literature was completed by 472 bank customers in Jaffna city, Sri Lanka. Multiple regression analysis was performed to test hypotheses. The results indicated that customer loyalty was influenced by content & website layout, privacy & security, and accessibility. The findings of this paper contribute to previous research by adding to existing knowledge relating to e-banking practices and customer loyalty in banking industries.