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Service Quality, Relationship Quality, and Customer Loyalty in Taiwanese Internet Banks

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Abstract:

While deregulation of financial institutions has increased competition in the Taiwanese banking industry, the advent of e-commerce has provided business opportunities for consumer financing operations. Network banking helps banks to develop relationship marketing by delegating tasks to customers, thus improving customer loyalty. The relationships between service quality, relationship quality, and customer loyalty were investigated in this study. It was found that crisis handling and relationships are negatively, and relationship quality and customer loyalty, and service quality and customer loyalty positively, correlated. Customer loyalty in Taiwanese Internet banks can be increased by improving service quality and relationship quality.

Keywords: CUSTOMER LOYALTY; INTERNET BANKING; RELATIONSHIP QUALITY; SERVICE QUALITY; TAIWAN

Document Type: Research Article

DOI: https://doi.org/10.2224/sbp.2011.39.8.1127

Publication date: 2011-09-01

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