The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services
Abstract
Purpose Customer loyalty and positive word‐of‐mouth (WOM) have been traditionally two main goals aimed at by managers. Focusing on the online banking, the importance of these concepts is even greater due to the increasing competence in electronic commerce. Thus, the purpose of this paper is to characterize both concepts in the e‐banking context. Design/methodology/approach The influence of satisfaction and website usability in developing customer loyalty and positive WOM in the e‐banking business were measured. After the validation of measurement scales, hypotheses are contrasted through structural modelling. Findings This research showed that satisfaction with previous interactions with the bank website had a positive effect on both customer loyalty and positive WOM. In addition, website usability was found to have a positive effect on customer satisfaction and, as expected, loyalty was also significantly related to positive WOM. Practical implications In order to develop customer loyalty and positive WOM, banks that operate in the internet should: prioritize ease‐of‐use in website development, and identify the needs of online customers (e.g. in terms of services offered) in order to offer them what they really want. Originality/value Although the increasing competitiveness in e‐business is motivating an exponential growth in the number of studies that analyze loyalty development and WOM in the internet, there is still a lack of studies that analyze the formation of both concepts in the e‐banking context. Thus, this work represents a new contribution to the field of online banking, which has acquired a notable popularity in recent years.
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More and more customers depend on comments posted by others when making their own decisions.
“Consequently, more and more customers are dependent on the comments posted by others when making their own decisions [111].”
From Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites (2019) · cites this paper as [111]
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- Authors
- Casaló, L. V., Flavián, C., & Guinalíu, M.
- Affiliations
- Universidad de Zaragoza (ES)
- Venue
- International Journal of Bank Marketing
- Publisher
- Emerald
- Published
- 2008-09-05
- Volume
- 26
- Issue
- 6
- Pages
- 399-417
- ISSN
- 0265-2323 (ISSN-L)
- OpenAlex
- W2081885556
- Cited by
- 482
- References
- 86
- Citations by year
- 2026: 9 · 2025: 16 · 2024: 17 · 2023: 31 · 2022: 34 · 2021: 40 · 2020: 33 · 2019: 31 · 2018: 45 · 2017: 57 · 2016: 27 · 2015: 34 · 2014: 26 · 2013: 24 · 2012: 26
- FWCI
- 20.77
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Bank Marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Keywords
- customer satisfaction, website usability, customer loyalty, word of mouth, electronic banking, internet banking
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