Affiliation:
1. Department of Business Administration, M. K. Bhavnagar University
Abstract
Online banking is growing in the world and India. This paper examines the relationship of customer satisfaction and customer loyalty among online banking customers in Gujarat state of India. Customer satisfaction and customer loyalty is measured on the basis of several factors affecting online banking customers. A sample of 281 customers through convenience sampling method was surveyed using structured questionnaire. The analysis is done using descriptive analysis, pearson correlation coefficient, regression analysis, t test and ANOVA test. Positive correlation is found using pearson correlation method and regression model is formed. Comparing various demographic groups like gender, age, education and income, significant difference is found in customer satisfaction between male and female and among few income groups. For formulating marketing strategies, further research is required but, the research has thrown light on relationship and demographic group comparisons.
Reference36 articles.
1. • Amin, M., ( 2016 ). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. International journal of bank marketing, 34 ( 3 ), pp.280 - 306.
2. • Asad, M.M., Mohajerani, N.S. and Nourseresh, M., ( 2016 ). Prioritizing factors affecting customer satisfaction in the internet banking system based on cause and effect relationships. Procedia Economics and Finance, 36, 210 - 219.
3. • Badiyani J. M., ( 2010 ), A study to determine satisfaction level of Internet banking users in Gujarat, Anvesha, 3 ( 1 ), 07 - 15, ISSN : 0974 5467.
4. • Badiyani J. M., ( 2017 ), Relation between customer satisfaction and customer loyalty in organized retailing : a study in saurashtra, RHIMRJ, 4 ( 2 ), ISSN : 2349 7637.
5. • Chen, R.F., Hsiao, J.L. and Hwang, H.G., ( 2012 ). Measuring customer satisfaction of Internet banking in Taiwan: scale development and validation. Total Quality Management & Business Excellence, 23 ( 7 - 8 ), 749 - 767.