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A Proposed Model of Customer E-loyalty Measurement in Internet Banking

In recent years, Internet Banking (IB) applications are gaining popularity among retail banking customers. The long term success of these applications is however influenced by customer loyalty because it affects customers' perceptions about banks' innovative ability and customer caring intentions. This study has been developed for a proposed model of e-loyalty measurement for IB in Tejarat bank of Iran. For this purpose, after the comparative studies, both e-satisfaction and e-trust were identified as customer eloyalty measurement model dimensions. This research is an applied field study and the method employed is descriptive and quantitative. The research sample is composed of 218 internet customers of Iranian Tejarat banks. The required data is gathered through stratified random sampling method using a researcher-made questionnaire with a 0.9406 Cronbach alpha coefficient. Also for the effectiveness of each model dimensions, it was used linear regression. The results introduced both major dimensions satisfaction with coefficient of 0.262 in both indicators of website design and customer service, and e-trust with coefficient of 0.591 in both indicators of fulfillment/ reliability and security/privacy. Finally, with emphasis on the effectiveness of these two dimensions were proposed approaches to improve the E-loyalty. [Rahimi M., Ganji B. O., Mirzaalian F., A Proposed Model of Customer E-loyalty Measurement in Internet Banking. Life Sci J 2012;9(4):2457-2462]. (ISSN: 1097-8135). http://www.lifesciencesite.com. 363