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The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services Luis V. Casaló Carlos Flavián Miguel Guinalíu Article information:To cite this document: Luis V. Casaló Carlos Flavián Miguel Guinalíu, (2008),"The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services"If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -Customer loyalty and positive word-of-mouth (WOM) have been traditionally two main goals aimed at by managers. Focusing on the online banking, the importance of these concepts is even greater due to the increasing competence in electronic commerce. Thus, the purpose of this paper is to characterize both concepts in the e-banking context. Design/methodology/approach -The influence of satisfaction and website usability in developing customer loyalty and positive WOM in the e-banking business were measured. After the validation of measurement scales, hypotheses are contrasted through structural modelling. Findings -This research showed that satisfaction with previous interactions with the bank website had a positive effect on both customer loyalty and positive WOM. In addition, website usability was found to have a positive effect on customer satisfaction and, as expected, loyalty was also significantly related to positive WOM. Practical implications -In order to develop customer loyalty and positive WOM, banks that operate in the internet should: prioritize ease-of-use in website development, and identify the needs of online customers (e.g. in terms of services offered) in order to offer them what they really want. Originality/value -Although the increasing competitiveness in e-business is motivating an exponential growth in the number of studies that analyze loyalty development and WOM in the internet, there is still a lack of studies that analyze the formation of both concepts in the e-banking context. Thus, this work represents a new contribution to the field of online banking, which has acquired a notable popularity in recent years.

PurposeThe purpose of this research is to analyse the influence of perceived web site security and privacy, usability and reputation on consumer trust in the context of online banking. Moreover, the paper also aims to analyse the trust‐commitment relationship since commitment is a key variable for establishing successful long‐term relationships with customers.Design/methodology/approachThe paper describes the positive effects of security and privacy, usability and reputation on consumer trust in a web site in the online banking context. Besides this, it also suggests that trust has a positive effect on consumer commitment. After the validation of measurement scales, the hypotheses are contrasted through structural modelling. Finally, the paper compares the hypothesised model with a rival one in order to test the mediating role of trust.FindingsThe data showed that web site security and privacy, usability and reputation have a direct and significant effect on consumer trust in a financial services web site. Besides this, consumer trust is positively related to relationship commitment. Finally, it is observed that trust is a key mediating factor in the development of relationship commitment in the online banking context.Research implications/limitationsThe high costs every company has to face in order to attract new customers make it increasingly necessary to reinforce the ties established with customers. In this respect, this research offers several alternatives for improving the levels of consumer trust and commitment in the context of online banking. The limitation is that data were collected to a web survey only of Spanish‐speaking subjects.Originality/valueThis study proposes a model for analysing empirically the link between security, privacy and trust, amongst others, in the online banking context.

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