Enhancing Customer Loyalty Through E-Banking Practices

Abstract

Enhancing customer loyalty serves as a basic strategy for gaining competitive advantage in the banking industry and enables bankers to make a loyal customer base. The purpose of this work is to propose and empirically investigate a comprehensive mechanism for enhancing customer loyalty to banks via e-banking practices. A questionnaire derived from previous studies and the relevant literature was completed by 472 bank customers in Jaffna city, Sri Lanka. Multiple regression analysis was performed to test hypotheses. The results indicated that customer loyalty was influenced by content & website layout, privacy & security, and accessibility. The findings of this paper contribute to previous research by adding to existing knowledge relating to e-banking practices and customer loyalty in banking industries.