Purpose: This study aims to examine the relationship between internet banking, customer perceived value,\nswitching cost and customer loyalty. Furthermore, this study also examines if switching cost moderates the\nrelationship between internet banking, Customer perceived value and customer loyalty.\nDesign/methodology/approach: Data collected in a survey that yielded 437 respondents. Questionnaire was\nadapted from research work of Eriksson, Kerem, and Nilsson; Gefe; Levesque and McDougall; Zeithaml, Berry,\nand Parasuraman. Quantitative Approach was used for the analysis. Pearson correlation, multiple and moderating\nregression were used to examine the hypothesized relationship.\nFindings: The findings confirm that internet banking and customer Perceived value brought significant change\non customer loyalty. Moreover, results prevailed that there was significant qasi moderation between variables.\nSwitching costs moderate the relationship between internet banking, customer perceived value, and customer loyalty.\nResearch limitations/implication: Further research is indicated, to identify effects of these variables on other\nservices provider companies. Banking sector in Pakistan should pay more attention on Internet banking services,\nCustomer Perceived Value and switching cost in order to enhance the customer loyalty.\nOriginality/value: This study is the first study that tests the western model on south Asian countries like\nPakistan. Hence, there is no research work found that reflects on internet banking and customer perceived value\nwith moderating effect of switching cost. This study contributes to the field of e-commerce marketing and will help\nmanagers to adopt appropriate strategies that will lead banking sector towards prosperity.
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