Satisfaction et fidélisation aux services d'internet Banking, quelle influence sur la fidélité à la banque ?

Sahut, Jean Michel; Khalfallah, Moez; Mutte, Jean-Louis

doi:10.3917/mav.047.0260

Cited by 5 publications

(4 citation statements)

References 40 publications

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“…It has been proven that trust strongly affects the French consumers' decision to use internet banking and their loyalty toward it (Sahut et al, 2011;Sanchez and Gallie, 2010).…”

Section: Usage Intentionmentioning

confidence: 99%

Consumer initial trust toward internet-only banks in France

Kaabachi

Mrad

Petrescu

2017

IJBM

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Purpose The purpose of this paper is to investigate internet-only banks’ (IOBs) adoption by French consumers and attempt to understand the factors that influence consumers’ initial trust in this type of service. Design/methodology/approach A non-probability convenience sample of potential IOBs adopters from France was used to test a structural equation model that analyzed the antecedents of initial trust and usage intentions of IOBs. Findings The study shows that trust is a major influencer in IOBs’ adoption in France. It has also been found that consumer familiarity with internet banking, high perceived structural assurance, perceived website quality, bank reputation and relative advantage are critical factors influencing IOBs’ initial trust formation. Research limitations/implications This study shows the applicability of the initial trust-building model in the context of IOBs and underlines the importance of factors such as familiarity, reputation and perceived quality in the context of online banking services in France. Practical implications This paper provides e-banking companies with the most important factors that contribute to build the initial trust of customers. E-banks need to focus on making themselves known and promoting their brand more effectively through advertising and advocacy. Originality/value This study contributes significantly to the marketing research related to consumer trust and brand reputation, as well as to the electronic banking literature. The results show the importance of initial trust in the context of services and the main factors that influence it, including a key branding variable such as reputation. The paper also focuses on the IOBs’ adoption in France, a market understudied compared to the USA, and seeks to understand the mechanisms associated with the initial formation of French consumers’ trust toward it.

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“…It has been proven that trust strongly affects the French consumers' decision to use internet banking and their loyalty toward it (Sahut et al, 2011;Sanchez and Gallie, 2010).…”

Section: Usage Intentionmentioning

confidence: 99%

Consumer initial trust toward internet-only banks in France

Kaabachi

Mrad

Petrescu

2017

IJBM

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“…It is, therefore, important for IOBs to understand the variables that contribute to consumer’s initial trust. While it has been proven that trust strongly affects French consumers’ decision to use internet banking and become loyal toward the service (Sanchez and Gallie, 2010; Sahut et al , 2011), a very little has been written about IOB’s trust. While it is established that IOBs and click and mortar models are the main players operating in the online banking sector, there is no research that has distinguished consumers’ trust toward these two e-banking models.…”

Section: Introductionmentioning

confidence: 99%

Consumer’s initial trust formation in IOB’s acceptance

Kaabachi

Mrad

O'Leary

2019

IJBM

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Purpose The purpose of this paper is to explore how variables like propensity to trust, website usability, social influence, customer awareness about internet-only banks (IOBs) and perceived compatibility influence customers’ initial trust formation toward IOBs’ acceptance. The model is based on the technology acceptance model, diffusion of innovation theory and theory of reasoned action. Design/methodology/approach A non-probability convenience sample of 239 IOBs’ potential adopters from France was used to test the structural equation model between initial trust antecedents and IOB’s usage intention. Findings Findings confirm the important role of trust in initiating customers’ relationship with IOBs and show that social influence, compatibility and website usability contribute the most to IOB’s initial trust formation. Indeed, it has been found that the level of consumer information about IOBs and propensity to trust have a moderate impact on consumer’s initial trust. Results revealed that there is a general lack of consumer’s awareness about IOB’s services features. Practical implications To promote the trustworthiness of their sites and services to potential consumers, IOBs should enhance WOM by using social network applications. IOBs need to develop marketing communication campaigns in which they can educate potential customers about IOB’s features. In addition, IOBs should demonstrate to their customers that IOBs’ banking system is consistent with their current lifestyle. IOBs are encouraged to develop a favorable impression by investing heavily on their website usability and information design. Originality/value This study contributes significantly to the marketing research literature related to consumer trust and electronic banking literature. Indeed, only a few marketing studies have been conducted about IOBs. The results show the role played by initial trust formation in the case of IOBs. In addition, it points out the importance of five trust cues: individual cues, knowledge cues, institutional cues, cognitive cues and social cues (social influence).

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“…(2003) showed the strong relationship between trust and satisfaction and customer loyalty in the Canadian banking sector. Other studies (Ndubishi, 2006;Leverin and Liljander, 2006;Wan and Mohd, 2008;Alrubaiee and Al Nazer, 2010;Sahut, 2011;Hashem, 2012) also highlighted that relationship in different contexts. Vera and Trujillo (2013) show that the satisfaction and loyalty in the banking sector largely explain the higher value perceived by the customer and which grow to pay more for its regular bank than the competitors.…”

Section: Theoretical Backgroundmentioning

confidence: 91%

Relationship marketing approach and customer perceived value: An empirical study in retail banks

Boubker

Belamhitou

2018

GJBEM

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Abstract This paper studies what creates value for customers and how perceived value increases customers’ loyalty. An analytical model is presented and applied in the field of Moroccan retail banking industry. The model is tested through a quantitative study using data collected by an online questionnaire. A total of 200 customers of financial entities were surveyed, and 20 items were tested using the Structural Equation Modeling through Smart-PLS Approach. The results show that the relationship marketing approach is a multidimensional construct composed by trust, commitment and satisfaction. The perceived value based on the PERVAL scale was composed of three components (economic value, social value and emotional value) and represented by 7 items. The results confirm that customers’ positive perceived value has a mediator effect between relationship marketing approach of the providers and customers’ loyalty. This article provides an empirical validation of the perceived value study, a little investigated topic in the Moroccan context. It shows the managerial implications of developing such strategy to maintain long term relationship with customers. Keywords: relationship approach, perceived value, loyalty, banking , Morocco.

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Satisfaction et fidélisation aux services d'internet Banking, quelle influence sur la fidélité à la banque ?

Cited by 5 publications

References 40 publications

Consumer initial trust toward internet-only banks in France

Consumer initial trust toward internet-only banks in France

Consumer’s initial trust formation in IOB’s acceptance

Relationship marketing approach and customer perceived value: An empirical study in retail banks

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