Developing the innovative research model of internet banking customers' loyalty
by Szu-Yuan Sun; Chang-Yao Wu; Teresa L. Ju; Hao-Fan Chumg; Wei-Tang Kuo
International Journal of Innovation and Learning (IJIL), Vol. 11, No. 3, 2012

Abstract: This study intends to develop an innovative research model based on the commitment-trust theory to explore factors influencing the customers' loyalty of internet banking. The results of study indicate that shared values, communication and system security have a positive impact on trust; relationship benefit, customers' authorisation, trust have a positive impact on relationship commitment. Trust and relationship commitment from customers have a positive impact on retention of the customer in using of internet banking; customer retention and customer satisfaction have a positive impact on customer loyalty. The future work will conduct a survey research to validate the research model and hypotheses.

Online publication date: Thu, 28-Aug-2014

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