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Customer Loyalty Value

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Value of Customer Loyalty
Yang, 2004 mentioned that the customer loyalty can be generated through improving customer satisfaction and offering high product or service value. He further suggested that the firms may focus on five key dimensions to identify the customer loyalty by providing quality customer services, performing the service correctly by executing transactions accurately, providing an appropriate range and offering features to target customers and ease of use and security or privacy.
Previous studies
Service Quality in the banking sector: the impact of technology on service delivery (Joseph, McClure and Joseph, 1999).
The study examined the role that technology plays in Australian banking and its effect on the delivery of the perceived
…show more content…
Further, the study focused to examine how attitudes influence impact on consumer behaviour in IT environment and finally to identify the beliefs, attitudes and intentions consumers have towards electronic banking. Results from the above objectives varied between users and non users, it was revealed that educated and wealthy customers uses more of the internet banking services while experience and attitudes towards using computers was found to be important factors affecting intention to engage in Internet …show more content…
Loyalty is regarded as a complex construction which comprises both attitudinal and behavioral components and the results of the study revealed that customers in Romania maintain relationships with banks due to the existence of both positive attitudes and motivations. It was also revealed that Customer switching behaviour is mainly caused by the high level of dissatisfaction towards the banks’ policy of price.
The Difference between Current study and Previous Studies
This study does not differ greatly from prior studies in the field of electronic banking services and customer loyalty; however it differs in certain aspects which will make it distinct such as;
• Most of the studies conducted in Australia, Malaysia, Jordan, Finland , Romania, Nigeria, Zimbabwean banks (both developed and developing countries), discussed benefits, risks and characteristics which customer derives from using electronic banking services. However, since adoption of electronic banking services in Malawi especially National Bank of Malawi little is known how customer perceives electronic banking services and its influences on customer loyalty. This study mainly focused on the determination of the effect of e- banking services from the customer’s point of view to appreciate the influence on their

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