Quality Strategies for Customer Loyalty in an E-Service Environment

Abstract

This chapter focuses on the issue of quality strategies for attaining customer loyalty in an e-service environment. It takes into consideration the key relationship between e-service quality and customer loyalty. A case of mobile banking service acted as the basis for the formulation of quality strategies for customer retention. This study was conducted by a survey with a sample size of 524 mobile banking users in the state of Punjab in India. The survey instrument utilized the E-S-QUAL, E-RecS-QUAL, and loyalty scales proposed in the earlier research studies. Furthermore, the data generated was analyzed by using the statistical multiple regression. Findings of this chapter give important implications to the delivery of e-service for mobile banking. It could help service providers to gain proper insights into the issue of managing the customers in a virtual environment.