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Customer Loyalty Towards Internet Banking: Some Survey Evidence for Banks in India

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  • Sukanya Kundu
  • Saroj Kumar Datta

Abstract

This paper examines the factors that influence customer loyalty towards Internet banking and how the measure of customer loyalty differs between public and private sector banks. A previously proposed model of customer satisfaction developed by the researchers has been used in this study as the antecedent of customer loyalty. The model of customer loyalty consists of 11 constructs and 43 parameters. Three public and three private sector banks in India were selected for the study. The primary data was collected from 450 respondents. The results of path analysis for both sets of data (public and private) revealed that customer satisfaction has a positive significant influence on customer loyalty; however, the intensity of impact varied by some point. The comparative figures indicated that customers of private sector banks are more loyal towards Internet banking than customers of public sector banks.

Suggested Citation

  • Sukanya Kundu & Saroj Kumar Datta, 2014. "Customer Loyalty Towards Internet Banking: Some Survey Evidence for Banks in India," The IUP Journal of Bank Management, IUP Publications, vol. 0(4), pages 37-50, November.
    • Handle: RePEc:icf:icfjbm:v:13:y:2014:i:4:p:37-50
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    Cited by:

    1. Shih-Shiunn Chen & Wei-Guang Tsaur & Hung-Ming Yeh & Chung-Ling Huh, 2019. "Advanced DEMATEL Technic Illustrate Contemporary Fintech Development," Journal of Applied Finance & Banking, SCIENPRESS Ltd, vol. 9(4), pages 1-10.

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