Antecedents Of Customer Loyalty Of Personal Internet Banking

With the globalization of financial market,domestic bank industry is confronted with fierce competition.Internet banking becomes the focus of bank industry due to its extremely low operation cost.To promote financial innovation,participate in competition,and gain competition advantage,the development of internet banking has become the most important strategy.To develop a new customer,it will cost four or five times of maintaining an old customer.Therefore,it is very important for banks to to grasp current customers and find the antecedent of customer loyalty.Based on past research of internet banking and customer loyalty,this paper focus on a comprehensive discussion of trust,cross-selling,site content(fraud detection education and loss responsibility),and perceived risk,switching costs,customer satisfaction loyalty.On the basis of the consumer's perception,we explore the impact factors of consumer e-banking loyalty(including attitude loyalty and behavior loyalty in our country.This paper deals with the trust as a multi-dimensional,including propensity-to-trust others,institution-based trust and bank trust.We discuss theii impact on perceived risk respectively.In addition,from a practical perspective,we research the relationship between the existence of site content(fraud detection education and loss responsibility) and customer perceived risks.Finally,the overall customer is divided into four categories:loyalty,latent loyalty,spurious loyalty and non-loyal according to the two dimensions of loyalty.This paper comes to discuss the influence between factors and the type of customer loyalty.The main results of this paper are:(1) bank trust,cross-buying,customer satisfaction and switching costs have a significant influence to personal loyalty of Internet banking.Among them,customer satisfaction,as the greatest impact and switching costs have a direct impact on attitude loyalty,and other factors have indirect impact on it.Switching costs have a direct impact on behavior loyalty,as the most important factor.Other factors have (2) For existing users of online banking,perceived risk has no significant effect on satisfaction and loyalty.(3)According to the two dimensions of loyalty,e-banking customers was divided into four categories.For the four categories of users,we explored the impact of the most important loyalty factors(switching costs and satisfaction) and made recommendations for the targeted marketing.