Abstract

In the era of challenges and cut throat competition in banking sector it has become inevitable for the banks to devise defensive strategies to retain their customers and build customer loyalty. The main aim of this study is to examine the factors affecting customer loyalty in online banks. To achieve this purpose, a detailed review of relevant literature was made and seven constructs were identified for the study. A survey was conducted and data was collected with a structured questionnaire. Pre analysis data screening was done to ensure that the study is fit for further statistical analysis. Multiple regression analysis was performed to investigate the relationship of constructs on customer loyalty. Results of the analysis identified customer satisfaction; bank’s reputation trust and habit were having significant influence on customer loyalty. Among the four factors, reputation of the bank and its corporate image is found to be more influential. Based on the findings, the implications and suggestions are made.

Keywords:

Bank, customer loyalty , habit , online banking , switching costs,

References

Competing interests

The authors have no competing interests.

Open Access Policy

This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.

Copyright

The authors have no competing interests.