Practicing customer relationship management for internet banking services: the effect of e-service quality on customer loyalty
Authors: Yi-Ping Lin; Yu-Chuan Tung; Yeong-Huei Lee;
Journal: Chia Da Management Review. Jun. 2007, 27(1): 57-85.
Keywords: e-service quality; personal involvement; relationship value; relational bonds; loyalty
Abstract:
It is most important for Internet Bank to understand customers' transaction patterns and provide proactive service channel through the use of
the information system and consumer data. By implementing Customer Relations hip Management, businesses can effectively obtain customers'
information so that their customers will feel high quality of service. That will promote customers' recognition of relationship value and build
up long-term relationship between businesses and their customers. Therefore, business can hold the customers' permanent loyalty. Based on
Customer Relationship Management, this research constructed the dimensions of e-service quality, and examined the relationships among the
constructs of e-service quality, personal involvement, relationship value, relationship bonds, and customer loyalty in order to build up one
theoretical model. The survey was carried out with a sample of 508 using internet banking services. Through quantitative analysis, the results
show that personal involvement has a positive impact on e-service quality and relationship value. In addition, e-service quality has a
positive influence on relationship value. Relationship value effectively promotes relationship bonds, which will increase customer loyalty.
Obviously, the major findings demonstrate that the theoretical model is established and acceptable.