Service quality, relationship quality, and customer loyalty in Taiwanese Internet banks

Gin-Yuan Lee1, Po-Young Chu2, Yu Chao3
1Minghsin University of Science and Technology, Taiwan
2National Chiao Tung University, Taiwan
3National Chiao Tung University and Chung Hua University, Taiwan
Cite this article:  Lee, G.-Y., Chu, P.-Y., & Chao, Y. (2011). Service quality, relationship quality, and customer loyalty in Taiwanese Internet banks. Social Behavior and Personality: An international journal, 39(8), 1127-1140.

Volume 39 Issue 8 | e2199 | Published: September 2011 | DOI: https://doi.org/10.2224/sbp.2011.39.8.1127

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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.

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