| Summary: | 碩士 === 龍華科技大學 === 商學與管理研究所碩士班 === 92 === With the development of internet, many domestic banks have established online banking to provide consumers with more convenient and efficient banking services. In order to benefit from loyal customer base, online banking needs to develop a thorough understanding of the antecedents of e-loyalty. Such an understanding can help online banking practitioners gain a competitive advantage by devising strategies to increase e-loyalty. Therefore, the objective of the research is to establish a theoretical model regarding the antecedents of loyalty and its behavioral consequences, and understand the relationship among the above-mentioned constructs the degree and direction of impact. After interviews with customers, experts and online banking practitioners, we adopt the questionnaire to collect data. The data is then analyzed through descriptive analysis, reliability analysis, exploratory factor analysis（EFA）and structural equation modeling（SEM）. The research findings suggest that the antecedents of e-loyalty include five factors (empathy, customization, cultivation, contact interactivity, and characteristics of the web site) that have potential impact on e-loyalty, and the behavior consequences include three outcomes（search behavior, word-of-mouth recommendation and willingness to pay more）. These findings reveal that e-loyalty has impact on customer behavior. From a managerial perspective, this research helps online banking practitioners to establish warning systems based on continuous measurement of the antecedents of e-loyalty. Management in the online banking industry can take appropriate remedial actions to increase e-loyalty when any of these dimensions is performed below an acceptable level.
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