Research Of The Factors Affecting The Customer Loyalty To Personal Online Banking

With the becoming-mature of IT and technology, e-commerce is having the rapid development, and the combine of e-commerce and traditional banking has led to the birth of online banking. Online banking has many advantages compared to the traditional banking, such as:lower cost, without constraints of time or space, differentiation of service, innovation advantages, the economic advantages on scale and scope and so on. At present, more and more users accept the service channels of online banking, online banking have a good space for development as a result. In order to obtain customer value from the customers of online banking, it’s not just from the single-use of the customers, what’s more important is that it must keep the customer’s continued-use and make sure that none of switching behavior will occur, what’s said above is customer loyalty in a word. The cost of retaining an old customer is far less than the cost of developing a new customer, so the research of the factors affecting the customer loyalty to personal online banking and the effective suggestions about how to improve the customer loyalty to personal online banking according to the research conclusion is of important significance.This paper attempts to solve the above problem through the research of the main influencing factors for customer loyalty to personal online banking. Discuss the main factors affecting customer loyalty to personal online banking, and the factors include customer satisfaction, quality of online banking website, quality of service, security, switching costs, integration of channels and joint degree with other online merchants, then structure the study model of the factors affecting customer loyalty to personal online banking.First of all, the paper will summarize the former research of personal online banking and customer loyalty, finding the previous scholars focused on the influencing factors about choosing which online banking. However, after choosing an online banking, research of whether or not customer keeps continue-use behavior(that is customer loyalty)is very few. Existing studies just focus on the quality of online banking, without composite consideration of the relationship between the online banking and other related entities(entity bank and other online merchants).Next, the paper will carry on empirical analysis of the research model which is structured in the previous article in the way of questionnaire survey. The study result verifies that customer satisfaction, security, switching costs, and joint degree with other online merchants have significant influence on customer attitudinal loyalty, and customer satisfaction, service quality, security, switching costs, and joint degree between online banking and other online merchants have significant influence on customer behavioral loyalty, while quality of online banking website and integration of channels have no significant influence on customer loyalty.Finally, the paper will make some related recommendations according to the results of empirical analysis, including to improve customer satisfaction, to ensure the security when customers use online banking, to strengthen the joint degree between online banking and other online merchants, to increase the switching costs of the online banking customer, and to improve the services quality constantly.