The impact of the relational plan on adoption of electronic banking

Marketing managers in financial institutions should be aware that customers are likely to embody electronic banking provided that such technology contributes to existing relationships. Based on a survey of bank corporate clients in Singapore, the impact of satisfaction, trust and the use of electron...

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Bibliographic Details
Published in:The Journal of services marketing 2003-02, Vol.17 (1), p.53-67
Main Authors: Rexha, Nexhmi, Kingshott, Russel Philip John, Shang Shang Aw, Audrey
Format: Article
Language:English
Subjects:
Alliances
Banking
Banking industry
Banks
Brand loyalty
Business development
Competition
Competitive advantage
Cooperation
Costs
Customer retention
Customer satisfaction
Customer service
Customer services
Electronic banking
Electronic funds transfer
Employees
Financial institutions
Loyalty
Marketing
Polls & surveys
Quality of service
Relationship marketing
Services marketing
Singapore
Studies
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Summary:Marketing managers in financial institutions should be aware that customers are likely to embody electronic banking provided that such technology contributes to existing relationships. Based on a survey of bank corporate clients in Singapore, the impact of satisfaction, trust and the use of electronic banking on commitment towards current banks was investigated. It was found that trust was the key factor influencing the adoption of electronic banking. Perceived customer satisfaction with the bank only impacted indirectly on the adoption of electronic banking. The cumulative effects of customer satisfaction were found to have a positive impact on trust directed towards the bank, and this greatly impacted on the propensity to use electronic banking. Customer satisfaction, trust, and the use of electronic banking were found to have a positive impact on the corporate clients' commitment towards their bank.
ISSN:0887-6045
2054-1651
DOI:10.1108/08876040310461273