The Influences of Service Personalization, Customer Satisfaction and Switching Costs on E-Loyalty
The Influences of Service Personalization, Customer Satisfaction and Switching Costs on E-Loyalty
复制标题
服务个性化、客户满意度和转换成本对电子忠诚度的影响
DOI：
10.5539/ijef.v4n3p105
复制
发表时间：
2012
期刊：
影响因子：
--
通讯作者：
Ken Pui
中科院分区：
文献类型：
--
作者：
Canon Tong;S. Wong;Ken Pui
本研究旨在探讨香港网上银行业服务个人化、顾客满意度及网上忠诚度之间的相互关系，以及转换成本对上述关系的调节作用。306名受访者的调查结果证实了服务个性化对客户满意度和电子忠诚度的显着积极影响，客户满意度对电子忠诚度有积极的影响。然而，转换成本作为调节剂的证据并不存在，这表明转换成本对客户满意度和电子忠诚度之间的关系，以及服务个性化和电子忠诚度之间的影响可能比最初假设的更复杂。这项研究有助于银行业的消费者营销研究，增加了实证证据的积极作用，服务个性化发挥电子忠诚度在网上银行部门。
This research investigates the interrelationship amongst the variables of service personalization, customer satisfaction and e-loyalty and the moderating effect of switching costs on the said relationships in the Internet banking segment in Hong Kong. Findings from 306 respondents confirm the significant positive effect of service personalization on customer satisfaction and e-loyalty, and customer satisfaction is found to have a positive effect on e-loyalty. However, evidence of switching costs as a moderator does not exist, suggesting that the effects of switching costs on the relationship between customer satisfaction and e-loyalty, and between service personalization and e-loyalty may be more complex than originally hypothesized. This research contributes to consumer marketing research in banking by adding empirical evidence of the positive role that service personalization plays on e-loyalty in the Internet banking sector.