Understanding consumer acceptance of internet banking-from stayers and switchers' perspectives
Authors: Shu-Hsun Ho; Tsai-Ying Yang;
Journal:Chia Da Management Review. Dec. 2009, 29(2): 1-20.
Keywords: Small-world networks; Weak ties; Patent citation; Betweenness centrality
Abstract:
Loyalty;Involvement;Trust;Switching behavior;Internet banking
Abstract: This study investigates the differences in stayers', and switchers' loyalty, involvement, and trust as well as their acceptance of
new technology. This research helps managers design effective strategies to attract customers by better understanding stayers and switchers',
needs. An online survey was used with a sample of 684 respondents. The results indicated that stayers proved to be high-value customers who
have high levels of loyalty and trust. Satisfied switchers behaved as a benefit-seeking group, demonstrating low levels of loyalty and trust,
whereas dissatisfied switchers exhibited high levels of involvement and loyalty. Meanwhile, dissatisfied switchers, who tended to be
utilitarian oriented, demonstrated the most willingness to accept Internet banking among the three groups.