A retrospective data examination of customer loyalty in the e-banking technology services industry: Strategies for new successes

This study retrospectively examined 2006 e-banking technology services industry customer loyalty survey data results in order to improve marketing resource allocation for corporate e-banking products and services. Primary customers were delineated by bank size (i.e., small, medium, and large) and single versus multi product purchases. MANOVA and independent t test statistical measures were applied to 684 survey reports gathered in 2006. The results indicated that statistically significant and lower ratings of loyalty existed among the small and single product banks. Quality ratings were differentiated between five subcategories (i.e., quality, trust, willingness to renew, willingness to recommend, and willingness to expand). Trust, willingness to recommend, and willingness to expand subcategories of quality were also rated significantly lower among the small and single product banks compared with medium and large multi product banks. Additional quality categories of general quality and willingness to renew were not statistically significant between the various bank delineations. These results provide the basis from which to complete additional research and begin the process of making changes in resource allocation related to optimizing e-banking customer centric business strategies.