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

Yu Chao, Gin-Yuan Lee, Yung-Ching Ho, George Maroulis, Theodore E. Simos

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.
Keywords: world wide web / empirical study / e commerce / service quality / relationship marketing / customer loyalty / structural equation model / social organization / customer satisfaction / curve fitting / virtual environment / financial market / research framework

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