E-Banking Loyalty: A Review of Literature

Owing to the high costs involved in increasing thecurrent client base, one of the main goals of banks and otherfinancial services providers, which operate through the internet,should be to develop customer loyalty in order to improve theirresults. To achieve this aim, these companies face most vitalchallenge in providing and maintaining service quality. Servicequality is an input of customer trust which becomes satisfactionand lead to loyalty as an output. But the research in thedevelopment of e-loyalty is scarce and partial. This paperattempts to accumulate literature in order to understand theoverall structure of the formation of e-loyalty. The literaturereviewed provide underlying patterns of relationships between ebankingloyalty and its influencing factors. Such understanding isrelevant for academicians and researchers for furthering thework in this field. The insights into the previous studies,considered for this paper, are discussed and suggestions forfuture research are provided.