Relationship among customer perceived value, satisfaction, loyalty and switching cost in internet banking service

Abstract

The aim of this research is to examine the relationship among customer perceived value, satisfaction, loyalty and switching cost in internet banking service. Based on previous research, a conceptual framework was developed to examine the relationship among customer perceived value, satisfaction (measuring by five factors: customer service, order fulfilment, ease to use, product portfolio and security and privacy), loyalty (recommend and patronage) and switching cost. The questionnaire was conducted in Binh Duong province with 373 respondents. This result showed customer service, ease to use and product portfolio have effect with customer satisfaction and there were relationships between customer perceived value and customer satisfaction, customer perceived value and customer loyalty (patronage), customer satisfaction and customer loyalty (patronage). However, switching cost has no relationship with customer loyalty. This research examine the relationship among customer perceived value, satisfaction, loyalty and switching cost to have some strategies to retain customer in internet banking service in the situation there are many banks offer this kind of service. Keywords: Customer service, Order fulfilment, Ease to use, Product portfolio, Security and Privacy, Customer satisfaction, Customer perceived value, Customer loyalty (recommend), Customer loyalty (patronage), Switching cost.