Customer Loyalty Towards Internet Banking in Zambia

Mubaka M. Shipekesa

doi:10.64229/yk5y0k42

Authors

Mubaka M. Shipekesa The Copperbelt University, Kitwe, Zambia Author

DOI:

https://doi.org/10.64229/yk5y0k42

Keywords:

Customer Loyalty, Internet Banking, Reputation, Satisfaction, Commitment, Website Quality, Trust

Abstract

Customer Loyalty has drawn the attention of scholars and policymakers. It has been viewed as the pinnacle of online and offline banking success, the binding element that attaches customers to a particular bank. Building and sustaining Customer Loyalty has become the top priority of most banks. Research on Customer Loyalty is non-existent in the Zambian context. A primary survey conducted obtained data from 381 university students based on a quantitative approach. The Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM) underpin the conceptualisation of this study. The findings reveal that Corporate Reputation, Customer Satisfaction, Customer Commitment and Website Quality are the significant predictors of Customer Loyalty. This research provides insights as well as remedies that can be exploited in order to strengthen loyalty ties among Internet Banking Providers, their existing and prospective customers.

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Customer Loyalty Towards Internet Banking in Zambia

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