Title: Developing the innovative research model of internet banking customers' loyalty

Authors: Szu-Yuan Sun; Chang-Yao Wu; Teresa L. Ju; Hao-Fan Chumg; Wei-Tang Kuo

Addresses: Department of Information Management, National Kaohsiung First University of Science and Technology, 1 University Rd., Yanchao, Kaohsiung, 824 Taiwan. ' Institute of Management, National Kaohsiung First University of Science and Technology, 1 University Rd, Yanchao, Kaohsiung, 824 Taiwan. ' Department of Information Management, LungHwa University of Science and Technology, No. 300, Sec. 1, Wanshou Rd., Guishan, Taoyuan County 33306, Taiwan. ' Institute of Management, National Kaohsiung First University of Science and Technology, 1 University Rd, Yanchao, Kaohsiung, 824 Taiwan. ' Graduate Institute of Information Management, National Kaohsiung First University of Science and Technology, 1 University Rd, Yanchao, Kaohsiung, 824 Taiwan

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.

Keywords: internet banking; relationship commitment; customer loyalty; electronic commerce; e-commerce; online banking; electronic banking; e-banking; world wide web; banks; customers; innovative research; commitment-trust theory; shared values; communication; system security; positive impacts; relationship benefits; customer authorisation; customer retention; customer satisfaction; Taiwan; innovation; learning.

DOI: 10.1504/IJIL.2012.046068

International Journal of Innovation and Learning, 2012 Vol.11 No.3, pp.308 - 324

Published online: 28 Aug 2014 *

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