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Title:
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SUCCESSFUL RELATIONSHIPS IN THE E-BANKING BUSINESS |
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Author(s):
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Luis V. Casaló , Carlos Flavián , Miguel Guinalíu |
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ISBN:
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978-972-8924-49-2 |
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Editors:
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Sandeep Krishnamurthy and Pedro Isaías |
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Year:
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2007 |
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Edition:
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Single |
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Keywords:
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Commitment, satisfaction, usability, e-banking |
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Type:
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Full Paper |
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First Page:
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51 |
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Last Page:
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58 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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In spite of the continuous development of the e-commerce, the vast competitiveness that exists in the online context
makes it necessary to reinforce the ties established with current customers. In this respect, relationship commitment has
been considered as a key factor for maintaining successful long-term relationships with customers. However, there are
few studies that analyze the commitment development in the online context. Thus, in this project we put forward a model
in order to characterize the consumers commitment to a website in the context of electronic banking. The data, collected
thanks to a web survey using Spanish-speaking subjects, showed that website usability has a direct and significant effect
on both consumers satisfaction and consumers commitment to a financial services website. In addition, consumers
satisfaction is also positively related to consumers commitment to a website. |
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