The Relationship Between Satisfaction, Trust and Loyalty in Electronic Banking

Abstract

Nowadays, the increase of competition has made organizations constantly strive to increase their productivity and reduce their costs. The rapid growth of systems based on electronic technology led to a significant change in banking services. Information technology has made it possible for electronic channels to perform many banking services that were traditionally performed over the counter. Albanian banks are making efforts to provide high-quality products and services to satisfy their customers as well as to increase customers’ trust and loyalty to banks. The purpose of this study is based on the current state of e-banking in Albania to measure the impact that trust and loyalty have on the satisfaction of e-banking customers. The study is based on primary data collected by the administration of 400 questionnaires in Gjirokastra region. The data were analyzed using regression analysis and analysis of variance components, which resulted in both variables included in the model to be statistically significant, but among the above two factors the most important turned out to be trust, because according to the model if trust improves by one degree then satisfaction is expected to increase by 0.39 degrees. Albanian banks need to consider this effect of trust and loyalty on e-banking customer satisfaction, striving to increase them.

Keywords

• satisfaction
• trust
• loyalty
• electronic banking
• albanian banks
• bank transactions
• home banking
• atm
• pos