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Yuan-shuh Lii
''A model of customer e-loyalty in the online banking''
( 2009, Vol. 29 No.2 )
With the rapid growth of online banking, it has been reinforced that companies need to build and maintain loyal customers. This study models e-loyalty as the endogenous variable that includes three exogenous variables (website quality, corporate image and perceived social presence) and two mediating variables (satisfaction and trust). The model was empirically tested using data collected from an online survey of Internet forums based in Indonesia. Using structural equation modeling, the results of statistical analysis show that the model is an adequate fit to the data. All the causal relationships in this model were found to be significant. We discuss some interesting results and provide several implications for those banks which want to enhance loyalty of e-banking customers.
JEL: M3 - Marketing and Advertising: General
Manuscript Received : Nov 04 2008 Manuscript Accepted : May 06 2009

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