The Influences of Service Personalization, Customer Satisfaction and Switching Costs on E-Loyalty

This research investigates the interrelationship amongst the variables of service personalization, customer satisfaction and e-loyalty and the moderating effect of switching costs on the said relationships in the Internet banking segment in Hong Kong. Findings from 306 respondents confirm the significant positive effect of service personalization on customer satisfaction and e-loyalty, and customer satisfaction is found to have a positive effect on e-loyalty. However, evidence of switching costs as a moderator does not exist, suggesting that the effects of switching costs on the relationship between customer satisfaction and e-loyalty, and between service personalization and e-loyalty may be more complex than originally hypothesized. This research contributes to consumer marketing research in banking by adding empirical evidence of the positive role that service personalization plays on e-loyalty in the Internet banking sector.