Factors affecting customer loyalty of using Internet Banking – case study: The commercial banks in Danang city
Abstract
This study determines the factors affecting the customer loyalty of using Internet Banking at commercial banks in Danang City. The study conducted with a survey of 180 customers using Internet Banking services at commercial banks in Danang city and using the regression analysis method. The research finding shows that four factors affecting the customer loyalty of using Internet Banking, specifically: “Service quality” has the most positive effect, followed by “Trust” and “Convenience” and the least influential factor to the customer loyalty of using Internet Banking is “Reputation”. The finding also provides some recommendations for managers to increase the customer loyalty of using Internet Banking in the banking sector.