A Study on The Customers'' Loyalty of Internet Banking from The Perspectives of Relarionship Commitment

• Main Authors: Wei-tang Kuo, 郭慰堂
• Other Authors: Szu-Yuan Sun
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/62526200503395979109

碩士 === 國立高雄第一科技大學 === 資訊管理所 === 97 === The growing of the Internet brings a challenge for the banks. In order to maintain their competitive edge, the banks build Internet banking services. And to be able to build a successful Internet banking services, they need to know how to attract customers sustainable using their services. This paper establish a model of relationship commitment to explore the sustainable use of Internet banking customers. And explore factors from different perspectives that have influenceded on research models. The results indicate that the accessible, customers’ familiar have a positive impact on the perception of the ease of use; customers’ familiar, alliance of services, and customers’ perception of ease of use have a positive impact on the customers’ perception of the usefulness; shared values, security, customers’ perception of the usefulness have a positive impact on the trust; relationship benefit, customers empowered and customers’ trust have a positive impact on relationship commitment; customers’ perception of the ease of use, customers’ perception of the usefulness, customers’ trust and relationship commitment have a positive impact on the the intention of customers sustainable using of Internet banking; the intention of customers sustainable using and customers’ satisfaction have a positive impact on on customers’ loyalty. Keywords: Internet Banking, TAM, KMV, Relationship Commitment, Customer Loyalty