The growth of the Internet has imposed a fundamental shift in business economics and is particularly true for the banking industry. Banks have been adopting more Internet banking services in order to remain competitive in the banking industry. Drivers of growth in Internet banking are a combination of convenience provided to those with easy Internet access, the availability of secure and high standard Internet banking functionality and the necessity of banking services to be efficient (ACNielsen, May 2002). / The convenience of banking via the Internet is allowing the growth of multiple banking relationships as customers learn to shop around and utilize one bank's specialized services while maintaining an everyday account with another bank. Denton and Chan (1991) defined this kind of multiple banking as being conducted where people employ two or more bankers to handle their personal financial affairs. Gerrard and Cunningham (1999) indicated that socio-economic characteristics can be used to identify a multiple bank user(s) from a single bank user. / According to Dick and Basu (1994), switching costs are a common strategy to maintain the loyalty. Switching costs have been identified as a factor contributing to maintaining a relationship (Morgan and Hunt, 1994). / While a large amount of literature has examined the issues of consumers' multiple bank behaviour in traditional non-Internet setting (Burnett and Chonko, 1981; and Chan, Ghee and Ho, 1993), few consumer behaviour studies have extended beyond traditional non-Internet settings into the context of Internet commerce. This research would be among the earliest attempt to study this issue in an Internet setting. / Based on a review of the literature, a research model linking customer satisfaction, loyalty, switching costs and split Internet bank behaviour was developed. The model has two main features. First, it examines the main direct effects of customer satisfaction, loyalty and switching costs on split Internet bank behaviour. Second, the model also examines the moderating role of socio-economic characteristics (income, education and positions) on the relationship between customer satisfaction, loyalty and switching costs - split Internet bank behaviour. / The empirical research was based on data collected by an Internet survey of adopters of Internet banking service in Hong Kong. Results from the statistical analyses indicate that customer satisfaction, loyalty as well as switching costs have a strong positive effect on split Internet bank behaviour. These analyses also examine the moderating role of socio-economic characteristics on the relationship between customer satisfaction, loyalty, switching costs and split Internet bank behaviour. / Implications for researchers and the banking industry are discussed which include factors that affect split Internet bank behaviour; socio-economic characteristics that could be used to distinguish a split Internet bank customer from a single bank customer; effective strategies to user retention and multiple banking relationships reduction. / Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2007.
| Identifer | oai:union.ndltd.org:ADTP/267078 |
| Creators | Cheng, Shu Yan David. |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | copyright under review |
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