An Empirical Research On The Formation Mechanism Of Customer Loyalty Of E-banking

In recent years, the popularity of web services leads more and more people to acquire products and services online."2012China Electronic Banking Survey Report’ shows that China’s e-banking business growth for three consecutive years, the proportion of China’s personal online banking users is30.7%in2012, of which40%of users have multiple online bank accounts. As more and more customers use the online banking service, the competition for customers among network bank becomes more intense. Meanwhile, compared with the traditional counter services, online banking services have advantages of less cost and higher flexibility. Therefore, how to successfully carry out online banking online banking services, gain more customers and establish good business relationships with clients have an important impact on the future development of network banks.In this paper, we develop the online banking service quality scale on the basis of the SERVQUA and the development of China’s Internet banking to explore the formation of online banking user loyalty and provide a theoretical basis and guidance for China’s banking service. By the pre-survey, we get internet banking service quality scale consisting of ease of use, functionality, personalized service and reliability. On this basis, this paper discusses the impact of Internet banking service quality scale, corporate image and switching costs on t customer satisfaction, consumer trust and consumer loyalty, then propose the mechanism of the formation of online banking user loyalty. We use Amos17.0to analyze their data, and results show that:(1) functionality, ease of use and personalized services significantly affect online banking user satisfaction, and in turn enhance the degree of influence;(2) the reliability of the network service quality has a positive impact on consumer trust;(3) customer satisfaction influence the formation of customer confidence, and customer trust have a significant positive impact on customer loyalty;(4) ease use of site have a positive effect positive transfer costs, and transfer costs significantly affect the formation of online banking customer loyalty;(5) corporate image has direct influence on customer loyalty rather than through customer trust to affect customer loyalty.This paper aims to explore he formation mechanism of the of online banking user loyalty to provide a theoretical basis and guidance for development of Internet banking...