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Does customer sociability matter? Differences in e-quality, e-satisfaction, and e-loyalty between introvert and extravert online banking users

Does customer sociability matter? Differences in e-quality, e-satisfaction, and e-loyalty between... Purpose – The purpose of this study is to investigate the relationships between e-quality, e-satisfaction and e-loyalty and test how these relationships vary across different levels of customer sociability in the UAE banking industry. Design/methodology/approach – The relative importance of customer sociability in the relationships between e-quality, e-satisfaction and e-loyalty was examined. A self-administered questionnaire was developed, and data were collected from a final sample of 245 bank customers. The study’s conceptual model and four hypotheses were tested using AMOS18. Findings – E-quality influences e-satisfaction, which, in turn, affects customer e-loyalty. This study’s findings confirm that the relationships between e-quality, e-satisfaction and e-loyalty are stronger if the online banking user is an introvert (less social) rather than an extravert (very social). Practical implications – This study demonstrates how bank managers could use the sociability level of their customers to manage the relationships between e-quality, e-satisfaction and e-loyalty. Originality/value – The key contribution of this paper is that it demonstrates how the customer sociability level might affect the relationship between customers and online banking services. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Does customer sociability matter? Differences in e-quality, e-satisfaction, and e-loyalty between introvert and extravert online banking users

Journal of Services Marketing , Volume 28 (7): 9 – Oct 7, 2014

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References (41)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
DOI
10.1108/JSM-02-2013-0036
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this study is to investigate the relationships between e-quality, e-satisfaction and e-loyalty and test how these relationships vary across different levels of customer sociability in the UAE banking industry. Design/methodology/approach – The relative importance of customer sociability in the relationships between e-quality, e-satisfaction and e-loyalty was examined. A self-administered questionnaire was developed, and data were collected from a final sample of 245 bank customers. The study’s conceptual model and four hypotheses were tested using AMOS18. Findings – E-quality influences e-satisfaction, which, in turn, affects customer e-loyalty. This study’s findings confirm that the relationships between e-quality, e-satisfaction and e-loyalty are stronger if the online banking user is an introvert (less social) rather than an extravert (very social). Practical implications – This study demonstrates how bank managers could use the sociability level of their customers to manage the relationships between e-quality, e-satisfaction and e-loyalty. Originality/value – The key contribution of this paper is that it demonstrates how the customer sociability level might affect the relationship between customers and online banking services.

Journal

Journal of Services MarketingEmerald Publishing

Published: Oct 7, 2014

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